Print & Out-of-Home
Print advertising is not dead, just pricier
Circulation has fallen and cost per contact has risen. What has also risen is the attention a printed page receives, and that changes the sum.
2 min readNov 2, 2025
Print & Out-of-Home
Choosing paper and finishes
The physical qualities of a printed piece communicate before anything printed on it is read. Four decisions carry almost all of that effect.
Key points
- Paper weight signals value more directly than any design element.
- Coated stock reproduces photographs; uncoated reads as considered and takes handwriting.
- Finishing costs less than expected and changes perception substantially.
A printed piece is a physical object, and people assess objects by handling them before reading them.
Weight
The most direct signal. Weight is measured in grams per square metre and the perceptual thresholds are fairly consistent.
| Weight | Reads as | Typical use |
|---|---|---|
| 80 to 100 gsm | disposable | letterhead, inserts |
| 115 to 135 gsm | ordinary | leaflets, newsletters |
| 170 to 200 gsm | substantial | quality flyers, covers |
| 250 to 300 gsm | considered | postcards, folders |
| 350 gsm and above | premium | business cards, invitations |
Doubling the weight of a leaflet typically adds a modest amount to the total cost and changes the perceived value considerably.
Coated or uncoated
Coated stock has a sealed surface. Photographs reproduce sharply, colours are vivid, and the surface can be gloss, silk or matt.
Uncoated stock absorbs ink. Images are softer, colours are muted, and the surface feels natural and takes handwriting.
The choice is a positioning decision. Technical and photographic material wants coated; craft, professional services and anything meant to feel considered often reads better uncoated.
A photograph-led brochure on uncoated stock looks flat. A law firm's letterhead on gloss coated looks like a supermarket leaflet. Both errors are common.
Finishing options and what they cost
- Matt lamination. A soft protective film. The single most effective upgrade for covers and cards.
- Gloss lamination. Protective and vivid, reads as commercial rather than premium.
- Soft-touch lamination. Velvety surface, noticeably distinctive, moderate cost.
- Spot UV varnish. Gloss on selected areas over a matt surface. Effective on logos and images.
- Foil blocking. Metallic, expensive per unit, high impact on small items.
- Embossing and debossing. Raised or recessed. Tactile, works without colour.
- Die cutting. Custom shapes. Costs a tool; economical only at volume.
Options 1 and 4 together produce a disproportionate effect for a small addition to cost.
Practical constraints
Laminated stock cannot be written on, which matters for cards people annotate. Very heavy stock cannot be folded without creasing unless it is scored. Uncoated stock shows fingerprints less but marks more easily.
Recycled and certified papers are increasingly expected by business customers and the quality difference against virgin stock has largely disappeared.
Ask for samples
Every printer holds sample books and will send a set. Ordering an unprinted sample of the exact stock before committing to a run costs nothing and prevents the most expensive kind of disappointment.
For anything above a few hundred copies, request a printed proof on the actual stock rather than a digital approximation.
Frequently asked questions
What weight should a flyer be?
135 to 170 gsm for a leaflet, 300 gsm and above for anything meant to be kept. Below 115 gsm reads as disposable.
Is finishing worth the cost?
Matt lamination on a card or cover typically adds a small percentage to the total and changes the object's feel entirely.
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