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

Gsm (grams per square meter) is the first metric that printers ask for and also the one that many brand owners guess the most. Sinh Vũ's straightforward answer: there is no golden number for all publications. The right gsm is the one that fits the role of that component in the customer's hands, not the highest number you can afford.

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 all quantitative tables. However, GSM does not measure thickness directly; it measures mass density per square meter. As a result, the same GSM number can mean that artistic paper with a porous structure is thicker and feels more substantial than tightly pressed couche paper. That is why the number on the quote is only half the story; the other half is the type of paper and the surface treatment.

The reference framework by department

Sinh Vũ does not apply a single GSM across all publications. Each department has different roles, so there are different appropriate GSMs.

• Brochure, catalog, flyer paper: Needs to be compact and lightweight, typically ranging from 115 to 170 GSM. Going higher makes folding difficult, increases package weight, and raises costs without noticeable differences to the customer.
• Business cards: at least 250 GSM, Sinh Vũ usually recommends 300 GSM or higher. Below this threshold, business cards are 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 starting 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 need over 400 GSM to maintain their shape.

These ranges are practical references, not mandatory industry standards. Your partner printer will quote and confirm once 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 feeling the brand wants to convey: Thin paper that is easily read is perceived as cheap even if the design is beautiful. However, paper that is too thick without functional reason just adds unnecessary cost.
• 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

• Pushing every component to the highest GSM for safety. Result: the brochure's interior cannot be folded, cracks appear, printing costs increase, and customers 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 to save costs; when handed to clients, they feel thin and soft, ruining the first impression that the brand has invested heavily in building.
• Forget to request crease lines for thick paper, causing boxes and covers to crack 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

The viewpoint of Sinh Vũ

Sinh Vũ does not determine thickness based on the subjective notion that "thicker is better." Each type of publication has a specific role, and GSM serves that role, not the comfort of the printer. As a creative director working backward from production constraints, Sinh Vũ considers the creasing from the outset when designing the die-cut, as GSM and creasing must go hand in hand and cannot be decided separately.

Sinh Vũ also reminds you that GSM is only half the story. The weight when holding also depends on the type of paper, surface structure, and finishing layer. A sample to hold is always more valuable than a debate over numbers. Sinh Vũ proposes a suitable quantitative range for each project, while the specific printing price will be confirmed by the printing partner after knowing all the details.