Paper weights for leaflets, explained in the hand
Gsm is grams per square metre - the weight of the paper, which is a decent proxy for thickness within the same family of stock. Here is how the common weights behave once printed, folded and posted.
The everyday weights and where they belong
Most commercial leaflet work sits between 130gsm and 250gsm. Below that you are into flimsy insert territory; above it you are into card, which changes both the folding behaviour and the postage weight.
- 130gsm - inserts, high-volume menus, budget-conscious drops
- 170gsm - the standard leaflet weight, substantial without being stiff
- 250gsm - premium flyers and single-sheet mailers
- 350-400gsm - business cards, loyalty cards, invitations
Weight versus perceived quality
Heavier is not automatically better. A heavyweight leaflet that has been folded against the grain looks worse than a well-produced 170gsm sheet. Match the weight to the way the piece will be handled.
Weight and the cost of a campaign
Paper is priced by weight, and distribution carriers are affected by it too. On very large door-drop runs, moving down one step in gsm can fund extra thousands of households, which is often the better use of the money.
Uncoated, silk and gloss within the same weight
Two sheets at the same gsm can feel very different depending on coating and bulk. Uncoated feels natural and takes pen; silk gives controlled colour with a slight sheen; gloss maximises photographic punch. Ask for samples before committing a large run.
Frequently asked
What weight is standard office paper?
Around 80gsm. That is a useful mental reference: a 170gsm leaflet is roughly twice the substance of a sheet from your printer tray.
Does heavier paper post better?
Up to a point. Very heavy stock does not flex through tight letterbox brushes, so 170gsm usually handles better in bulk than 250gsm.
Can I see the stocks before ordering?
Yes, we can provide samples of the common stocks so you can feel the difference before committing.
Not sure which stock to pick?
Tell us how the piece will be used and we will recommend a weight and finish that fits the budget.