How Paper Stock Choice Influences Postcard Cost & Perceived Quality
Paper stock plays a major role in how a postcard is perceived the moment it is picked up. Thickness, coating, and rigidity all influence durability, print appearance, and overall production cost. Selecting the right paper stock helps balance brand impression, handling requirements, and campaign goals.
Why Paper Choice Matters
Paper stock affects more than just feel. It influences durability during mailing, color reproduction and finish quality, and overall production complexity. Thicker stocks tend to feel more substantial, while lighter stocks prioritize efficiency and flexibility.
Common Postcard Paper Weights
12pt Cardstock
A lightweight option commonly used for cost-sensitive or high-volume campaigns. Best suited for simple messaging and short-term use where rigidity is less critical. Approximate equivalent: 300–325 GSM.
14pt Cardstock
A widely used standard that offers a balance between durability and efficiency. It provides a professional feel without excessive rigidity and works well across most industries. Approximate equivalent: 350–365 GSM.
16pt Cardstock
A heavier, more substantial option that enhances perceived quality. Often selected for brand-forward campaigns, promotions, or offers where durability and impression are important. Approximate equivalent: 400–425 GSM.
18pt Cardstock
An ultra-thick stock chosen for premium or limited-distribution mailings. It delivers maximum rigidity and a high-end tactile experience. Approximate equivalent: 450–475 GSM.
Additional Paper Considerations
Beyond thickness, postcard cost and performance are also influenced by coated versus uncoated finishes, paper brightness and texture, folding or specialty handling requirements, and USPS machinability considerations.
Frequently Asked Questions
What paper weight is most commonly used?
Mid-range stocks such as 14pt are commonly selected because they provide a professional feel while remaining efficient to produce and mail.
What is the difference between PT and GSM?
PT measures paper thickness, while GSM measures paper weight. Thicker paper generally has a higher GSM, though density and finish can influence the relationship.
Does thicker paper always perform better?
Heavier paper often improves perceived quality, but performance depends on design, offer strength, and audience targeting rather than thickness alone.
Request a Custom Paper Recommendation
Share your postcard size, design intent, and mailing method, and our team will help you select the paper stock that best supports your campaign goals.