GSM stands for grams per square metre — it's the standard way paper weight is measured, and it's the single most useful number to know before you brief a print job. A higher GSM means thicker, sturdier paper; a lower GSM means thinner, more flexible sheets.
A quick GSM cheat sheet
- 70–100 GSM — Standard photocopy and letterhead paper. Light, inexpensive, not meant to impress.
- 120–170 GSM — Flyers, posters and brochure inner pages. Noticeably sturdier than office paper.
- 250–300 GSM — Brochure covers, postcards and invitation cards. This is where paper starts to feel "premium."
- 300–350 GSM — Visiting cards and business cards. Thick enough to not bend in a wallet.
- 350 GSM+ — Premium packaging, rigid boxes and presentation folders.
GSM isn't the only thing that matters
Two sheets at the same GSM can feel completely different depending on the paper stock — art card, maplitho, duplex board and kraft all behave differently even at similar weights. If you're not sure what finish you need, it's worth comparing a couple of samples before committing to a large print run.
Not sure what your job needs? Run it through our free cost calculator — it factors in paper type, GSM and finishing so you get a realistic estimate before you order.