5 Common Paper Selection Mistakes to Avoid

When it comes to printing, paper choice can make or break your project. The wrong selection can lead to dull colours, flimsy feel, or even wasted money. To help you avoid common pitfalls, here are five mistakes people often make when choosing paper—plus tips to get it right.

1. Ignoring GSM (Paper Weight)

Many people assume all paper is the same, but GSM matters. Too thin, and your project looks cheap; too thick, and it might not even run through the printer.

• Mistake: Printing business cards on 120gsm.
• Fix: Match GSM to purpose (e.g., 300–400gsm for cards, 130–170gsm for flyers).

2. Choosing the Wrong Finish

Glossy and matte papers serve very different purposes.

• Mistake: Using glossy paper for text-heavy documents (hard to read, glare issues).
• Fix: Use glossy for images and vibrant colours, matte for readability and elegance.

3. Forgetting About Print Compatibility

Not every paper works with every machine.

• Mistake: Selecting textured or ultra-thick stock without checking if your printer can handle it.
• Fix: Always confirm paper compatibility with your print provider or machine specs.

4. Overlooking the Reader’s Experience

Paper isn’t just visual—it’s tactile. A flimsy handout or shiny invitation can feel wrong for the occasion.

• Mistake: Using thin stock for menus that need durability.
• Fix: Think about how the paper feels in hand and how it will be used.

5. Forgetting Environmental Considerations

Today’s customers notice sustainability.

• Mistake: Choosing non-recycled, non-FSC certified stock when eco-friendly alternatives are available.
• Fix: Look for recycled or FSC-certified papers for a greener, more responsible choice.

Final Thoughts

Paper is more than just a background—it’s part of your brand. Avoid these mistakes, and you’ll get prints that not only look professional but also feel right in the hand and leave a lasting impression.