Paper Stock Guide: Every Option, Explained.
By Long Island Custom Printing · Huntington, NY · Updated May 2026
The paper you print on changes how the piece feels, how it photographs, and how long it survives in a wallet or on a fridge. Here is every common stock, what it is for, and when to choose it.
TL;DR
Paper stock is described by weight (lb or GSM) and, for cover stocks, by caliper thickness in points (pt). Text stocks like 80lb gloss and 100lb gloss are for flyers, brochures, and posters. Cover stocks at 14pt, 16pt, and 18pt are used for business cards, postcards, and door hangers. Uncoated stocks (enviro, linen, kraft) feel natural and accept pen ink. Coated stocks (AQ, UV, matte, soft touch) protect the surface and sharpen color but cannot be written on.
What is paper stock?
"Stock" is the print-industry term for the sheet of paper a job is printed on. Every paper stock has two main attributes: how heavy or thick it is (weight or caliper), and how its surface is finished (coated or uncoated, and what kind of coating). Together these two attributes determine how the piece feels in the hand, how the ink sits on the surface, and how the piece holds up under handling.
Stocks are split into two broad families. Text stocks are flexible sheets measured in pounds per ream (lb) and are used for flyers, brochure pages, poster prints, and the inner pages of booklets. Cover stocks are stiff, card-weight sheets measured by caliper thickness in points (pt) and are used for business cards, postcards, door hangers, presentation folders, and book covers.
Common stocks at LICP
80lb gloss text
Standard flyer and brochure paper. Light, flexible, with a smooth glossy surface that holds bright color. Used for handouts, sale flyers, and short-run mailers.
100lb gloss text
A heavier, more substantial flyer or brochure stock. Reads as more premium than 80lb without becoming card-stiff. Good for tri-fold brochures and high-end flyers.
14pt cover
The everyday business card and postcard standard. Solid in the hand, crisp print, widely understood as the professional baseline.
16pt cover
A clear step up from 14pt. The thickness is immediately noticeable. Common for premium cards and postcards where you want the recipient to feel the upgrade.
18pt cover (laminated)
Luxury tier. Almost always paired with matte, gloss, or soft-touch lamination. The thickest standard business-card stock. Used by real estate, hospitality, legal, and high-end consumer brands.
Uncoated (writable)
Natural finish, no coating. Accepts ballpoint and gel pen ink. Used for appointment cards, loyalty stamp cards, and any piece that needs to be filled in by hand.
Enviro (recycled uncoated)
Recycled-fiber uncoated stock with a soft off-white tone. The natural choice for eco-conscious brands, organic products, and craft-aesthetic businesses.
Linen
Textured uncoated stock with a subtle woven pattern. Classic, formal, and tactile. Common on letterhead, attorney cards, and wedding stationery.
Kraft
Brown, fibrous, natural-feel paper. Reads as artisanal, rustic, or handcrafted. A favorite for coffee roasters, breweries, and small-batch product brands.
When to use each
- Everyday business cards: 14pt AQ or UV. Affordable, professional, ships fast.
- Premium cards: 16pt matte or 18pt matte lamination. Used to signal craft, expertise, or expense.
- Appointment / loyalty cards: 14pt writable uncoated, so they can be filled in with pen.
- Eco brands: 13pt enviro uncoated cards or 80lb enviro flyers.
- Wedding / formal stationery: 13pt linen or 70lb linen text.
- Flyers and brochures: 100lb gloss or matte text for color-heavy designs, 80lb enviro for sustainable.
Quick comparison
| Stock | Family | Surface | Best for |
|---|---|---|---|
| 80lb gloss | Text | Coated, shiny | Flyers, mailers |
| 100lb gloss | Text | Coated, shiny | Brochures, premium flyers |
| 14pt cover | Cover | Coated (AQ/UV/matte) | Standard business cards |
| 16pt cover | Cover | Coated (AQ/UV/matte) | Premium cards, postcards |
| 18pt cover | Cover | Laminated (matte/gloss/soft touch) | Luxury cards |
| Uncoated writable | Cover/Text | Uncoated | Appointment, loyalty, forms |
| Enviro | Cover/Text | Uncoated, recycled | Eco-focused brands |
| Linen | Cover/Text | Uncoated, textured | Formal, classic stationery |
| Kraft | Cover | Uncoated, fibrous | Artisanal, rustic brands |
What LICP offers
- 14pt Profit Maximizer business cards — the everyday workhorse.
- 16pt AQ business cards — premium thickness step-up.
- 18pt matte lamination cards — luxury tier.
- 13pt enviro business cards — recycled-fiber eco option.
- 13pt linen business cards — textured classic.
- Kraft business cards — artisanal natural look.
- 100lb UV flyers and 80lb enviro flyers.
FAQs
- What paper stock is best for business cards?
- 14pt cover is the standard for business cards. 16pt cover is a noticeably heavier, more premium option. 18pt cover with matte or gloss lamination is the luxury tier most often used by real estate, hospitality, and law firms. For an eco look, 13pt enviro uncoated is the recycled choice.
- What is the difference between gloss and matte text stock?
- Gloss text (commonly 80lb or 100lb) has a shiny coated surface and makes photographs and bright colors pop. Matte text has a low-sheen coated surface that reads as more upscale and is easier to read under direct light. Both are coated, so neither accepts pen ink well.
- Can I write on coated paper?
- No. Coated stocks (AQ, UV, gloss, matte, soft touch) repel pen ink and the writing will smudge or bead. If the piece needs to be filled in by hand, choose an uncoated writable stock, such as 14pt writable AQ for cards or 70lb uncoated for forms.
- What is enviro stock?
- Enviro stock is uncoated paper made with recycled fiber. It has a natural, off-white look and a tactile, raw feel. It is the go-to choice for brands that want to signal sustainability, a natural product, or a craft aesthetic.
- How thick is 14pt vs 16pt vs 18pt?
- A point ("pt") equals 1/1000 inch of caliper thickness. 14pt is 0.014 inch (about 350 microns), 16pt is 0.016 inch, and 18pt is 0.018 inch. The jump from 14pt to 18pt is roughly 30 percent thicker, and the difference is immediately obvious in the hand.
- What is linen paper?
- Linen paper has a subtle woven texture embossed into the surface. It is used for letterhead, wedding stationery, and premium business cards where a classic, textured feel is the design goal. Linen takes ink well but tends to soften fine detail compared to a smooth coated stock.
Related guides
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