Choose the quantity of paper: how much GSM is enough.

Paper weight, or GSM (grams per square meter), is the first metric that printers ask about and also the metric that many brand owners guess the most. The straightforward answer is: there is no golden number for all publications. The correct GSM is the one that fits the role of that piece in the customer's hands, not the highest number you can choose.

What is GSM and what does it determine

The higher the GSM, the thicker and stiffer the paper. This is the fundamental relationship for reading any quantitative table. However, GSM does not measure thickness directly; it measures mass density per square meter. As a result, the same GSM number can yield thicker and sturdier art paper with a porous structure compared to tightly pressed couche paper. That is why the number on the specification sheet is only half the story; the other half is the type of paper and the surface treatment.

The reference framework by department

Do not select one GSM and apply it to all materials. Each component serves a different role and should have a suitable GSM range.

• Brochure, catalog, flyer interiors: need to be compact and lightweight, usually ranging from 115 to 170 GSM. Going higher will make folding difficult and increase the weight of the package without the customer noticing a difference.
• Business cards: a minimum of 250 GSM, with a common practice of using 300 GSM or higher. Below this threshold, business cards feel thin and flimsy when handed over, contradicting the brand image you want to build.
• Brochure cover, folder cover: from 250 GSM and above to maintain shape and prevent warping after several uses.
• Packaging and boxes: typically from 250 GSM, increasing with the size of the box and the weight of the product inside. Boxes for heavy products like glass bottles may require over 400 GSM to maintain their shape.

These ranges are practical references, not mandatory industry standards. Your printing partner will confirm when they know the specific type of paper and finishing techniques.

Decision-making factors for selection

• Department role: does the department need to be agile or rigid? These two requirements pull GSM in opposite directions.
• Weight and size of the product inside: The heavier the item, the larger the box needs to be, requiring a thicker box to avoid collapsing.
• The tactile feel your brand wants to convey: thin paper is easily perceived as cheap even if the design is beautiful. However, paper that is too thick without functional reasoning is simply excessive.
• Folding and creasing capability: The thicker the paper, the more precise the creasing needs to be in the die line. Without proper creasing, thick paper will crack and break at the fold.
• Type of accompanying paper: foam paper with the same GSM will feel more substantial than tightly pressed paper, so don't just compare numbers and skip the step of holding the actual sample.

The common error when choosing GSM

• Push all components to the highest GSM for assurance. The result: the brochure's inner pages cannot fold, crack along the crease, and clients do not notice the difference.
• Compare the GSM of two different types of paper and conclude which one is thicker, while the same GSM but the porous paper feels denser than the compressed paper.
• Choose business cards under 250 GSM for a compact feel; when handed to clients, they should be thin and soft, as a poor first impression can undermine the brand's hard work.
• Forget to request crease lines for thick paper, resulting in boxes and covers cracking along the fold on the first opening.

There is no fixed rule for paper quantity. It must be weighed according to the nature, function, and target audience of the product, then selected for each specific case.

Oppaca, Guide to Paper GSM

This article is for reference. The scope, pricing, and specific commitments of Sinh Vũ are detailed in the proposal and signed contract.