Uncoated vs. coated, weight, finish—explained in plain English.

You’re not a designer. You’re a marketing director, or an office manager, or a nonprofit communications lead. Someone asked you to pick a paper for the annual report and you’re staring at terms like “100# gloss text” wondering what you got yourself into.

This guide is for you.

The Two Big Categories: Coated vs. Uncoated

  • Coated paper has a surface treatment that makes it smooth and shiny (or matte). Ink sits on top of the coating, producing sharp images and vibrant col
    • Use for: Brochures, catalogs, product photos, anything image-heavy
    • Feels: Smooth, sometimes slick
    • Looks: Crisp, colorful, “polished”
  • Uncoated paper has no coating. Ink absorbs into the fibers, producing a softer look.
    • Use for: Letterhead, business cards (for a premium feel), books, forms, anything that needs to be written on
    • Feels: Textured, natural, easier to write on
    • Looks: Softer, warmer, “authentic”

Quick rule: Photos and graphics? Coated. Text-heavy or handwritten notes? Uncoated.

Understanding Paper Weight

Paper weight is confusing because there are multiple systems. In the US, you’ll see weights like “80# text” or “100# cover.” Here’s what matters:

  • Text weight is thinner, used for interior pages of booklets, flyers, letterhead.
  • Cover weight is thicker, used for business cards, postcards, report covers.

The pound number isn’t directly comparable between text and cover. An 80# cover is much thicker than 80# text.

Rough equivalents:

  • 80# text ≈ standard copy paper thickness (good for flyers, booklet pages)
  • 100# text ≈ slightly heavier, nicer feel (upgraded brochures, annual reports)
  • 80# cover ≈ thin cardstock (presentation folders, light postcards)
  • 100# cover ≈ business card thickness (postcards, door hangers)
  • 120# cover ≈ heavy cardstock (premium business cards)

When in doubt: Ask for a paper sample. Feeling the weight tells you more than any number.

Finishes: Gloss, Matte, Satin, Silk

  • For coated papers, you’ll choose a finish:
    • Gloss: Shiny, reflective. Colors pop. Can be hard to read in bright light. Fingerprints show.
    • Matte: Non-reflective, smooth. Easier to read. Sophisticated look. Colors slightly muted.
    • Satin/Silk: Middle ground. Some sheen but not glaring. Popular choice for most commercial printing.
  • Uncoated finishes focus on texture:
    • Smooth: Minimal texture
    • Vellum: Slight texture, most common
    • Linen: Crosshatch pattern, formal feel
    • Felt: Soft, random texture

Common Use Cases (Just Tell Me What to Pick)

  • Business cards:
    • Standard: 100# gloss or matte cover
    • Premium: 120# uncoated with soft-touch coating, or duplex (two sheets laminated)
  • Brochures:
    • Tri-fold: 100# gloss or silk text
    • Premium: 100# cover, scores cleanly
  • Postcards:
    • USPS minimum for mailing: cardstock equivalent
    • Recommended: 100# gloss cover (UV or Film Laminate coating optional for durability)
  • Annual reports:
    • Cover: 100# or 120# cover, matte or soft-touch
    • Interior: 80# or 100# text, matte or silk
  • Letterhead:
    • Standard: 70# or 80# uncoated text
    • Premium: 100# uncoated text, cotton content for texture
  • Booklets/magazines:
    • Self-cover (same paper throughout): 80# gloss text
    • Plus cover: 80# text interior, 80# cover exterior

Questions to Ask Broudy

1. “Can I see samples?” — Broudy keeps paper samples. Touch them.
2. “What do you recommend for this project?” — We do this every day. We have opinions.
3. “What’s the price difference?” — Sometimes premium paper costs 10% more. Sometimes it’s negligible. Ask.
4. “Will this mail at letter rate?” — Thickness and size affect postage. Confirm before you print 10,000.

The Bottom Line

Paper choice isn’t arbitrary—it affects how people perceive your brand before they read a word. A flimsy business card signals “cheap.” A heavy, textured annual report signals “established.”

But don’t overthink it. For most projects, there are standard choices that work well. Your printer can guide you to the right option for your budget and goals.

Not sure which paper is right for your project? Send us the details and we’ll recommend options with samples.