If you’ve ever had anything printed, from a brochure to a business card to a simple flyer, chances are you’ve noticed the term GSM. It’s typically found on paper specs second nature—”Art Paper, 300 GSM”—but what is it exactly? More significantly, how does it affect your final print product?
As a do-it-all print shop that runs from high-end packaging to quick-turnaround flyers, we get asked this question a lot at Veesham. So, here’s a plain English explanation—what GSM is, how it impacts your print quality, and how to choose the right paper weight for your next project.
GSM stands for Grams per Square Meter. It’s a standard measurement that tells you how heavy a square meter of paper is. That’s all – merely weight. But the consequence of that weight is significant.
- Higher GSM = heavier, more weighty, and often higher-end-feeling paper.
- Lower GSM = lighter, thinner, and often more pliable paper.
The wonder of GSM is that it provides you with a quantifiable method of knowing the thickness and texture of your paper without actually having to touch it, though we always say you should!
Why GSM in Printing is Important
1. Print Quality
2. Durability
3. Perception
4. Finishing Compatibility
Not all finishes work on all papers. For example:
- Foiling and embossing work best on 300 GSM+ paper.
- Soft-touch or velvet laminations need enough thickness to support the glue and coating.
GSM in Packaging vs Commercial Printing
In packaging, GSM will decide how strong your bag or box is.
- Premium paper bags will utilize 200–250 GSM with board support and rope handles.
- Rigid box wraps can utilize 120–150 GSM paper over thick chipboard.
- Cake boxes or take-out boxes typically start at 250–300 GSM with food-grade varnishes.
- For business printing (like flyers or brochures), you choose GSM based on foldability and budget.
GSM Isn't Everything — Consider Finish Too
Every now and then, two bits of paper with the same GSM may feel very different, though. That’s because finishing is also important:
- Uncoated paper is more textured and earthy (great for writing).
- Gloss or matte coated paper is smoother and makes images pop.
- Textured stock (e.g., linen or cotton) can appear thicker even when they are of the same GSM.
If I were printing invitation cards, I would use 250 GSM textured paper over a plain 300 GSM one. It just adds that handmade, tactile elegance.
Veesham Recommendations Based on GSM
Here’s what we would generally recommend to customers:
- Letterheads / Inserts: 100–120 GSM
- Flyers: 130–170 GSM
- Brochure Covers: 200–250 GSM
- Business Cards: 300–350 GSM
- Luxury Packaging Wraps: 120–150 GSM
- Custom Paper Bags: 200–250 GSM
- Gift Tags: 300+ GSM
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Your Takeaway
It sounds like a technicality to understand GSM, but it’s one of the most important decisions that goes into print production. The right paper weight can turn a good design into a great experience, and we’re here to help you make that choice wisely.
Need GSM questions or do you want to see sample options? Contact us at Veesham and we will walk you through it, gram for gram.