Brochures remain one of the most effective ways to promote your business. They give potential customers clear insight into your services, your brand, and what makes you different — while also supporting your website and social media presence.

But a brochure only works if it looks professional. If it feels flimsy or poorly printed, it can leave the wrong impression. That’s why choosing the right paper is just as important as the design itself.

To help you make the best choice, we’ve created this complete guide to brochure paper — covering paper types, weights, and finishes so you can confidently select what works best for your project.

A Complete Guide to Choosing the Best Paper for Brochures

Brochures are powerful marketing tools when they’re created with your audience in mind. From layout to paper stock, every detail matters. Use this guide to make informed decisions and ensure your finished brochures look polished and professional.

What to Think About Before Selecting Brochure Paper

Your brochure’s purpose, design, and audience should guide your paper choice.

Start by considering how much content and how many images you plan to include. This will often determine how many folds your brochure needs.

If your brochure has multiple folds, avoid paper that’s too thick — heavy stock can make folded brochures difficult to keep flat.

Planning to mail your brochures? Be sure they meet postal requirements. If your folded brochure is too thick or bulky, mailing may become expensive or even impossible. Keep this in mind when deciding on both paper weight and fold count.

Understanding Paper Weight

In the U.S., paper weight is based on the weight of 500 sheets of a specific paper size. Because sheet sizes vary by paper type, weights can be confusing.

For brochures, the most common and effective options are:

• 70 lb text
• 80 lb text
• 100 lb text
• 80 lb cover
• 100 lb cover

Let’s break down when each works best.

70 lb Text

This is the lightest and most budget-friendly option. It’s similar to book paper, so it can feel softer and is easier to tear. However, it’s ideal for brochures with many folds or thicker layouts. It’s also a good choice if customers will be writing on the brochure.

80 lb Text

Slightly heavier and more durable than 70 lb text, this stock holds its shape better while remaining lightweight. It’s a popular choice for brochures that require multiple folds and still need a professional feel.

100 lb Text

If you’re aiming for a premium look without jumping to cover stock, 100 lb text is an excellent option. It’s sturdy, reasonably priced, and holds up well over time — perfect for standard brochure designs that need a higher-end appearance.

80 lb Cover

This stock is strong yet relatively lightweight. Because it’s thicker, folded brochures may not lay perfectly flat. However, it’s a great choice for handout brochures at trade shows or events where durability matters.

100 lb Cover

This is the thickest paper commonly used for brochures. It works best for simple bi-fold designs. For brochures with multiple folds, it’s usually too heavy — but for durable, long-lasting handouts, it can be a strong option.

Matte vs. Glossy Finishes

Both matte and glossy finishes have their advantages. Your choice should depend on your brochure’s design and content.

Glossy finishes enhance colors and images, giving photos more depth and vibrancy. If your brochure is image-heavy, glossy paper can make visuals pop. However, glare can make text harder to read.

Matte finishes offer a softer look with minimal shine. They’re easier on the eyes and work especially well for brochures with lots of text or a balanced mix of text and images.

You can also choose uncoated paper for a more natural, organic feel. This works best for text-heavy brochures, but choosing the wrong weight may make the piece feel less professional, so it’s important to select carefully.

Where Should You Print Your Brochures?

Once you’ve chosen your paper, the next step is partnering with a reliable print provider who can bring your vision to life.

At PixelPrintUSA, we offer full-service brochure printing — from design support to final production. If you haven’t created your brochure yet, our team can help develop your concept, design your layout, and ensure consistent branding across all materials.

With both digital and offset printing available, we make it easy to produce high-quality brochures at competitive prices.

On-Demand, Fast-Turnaround Brochures

If you need brochures regularly, print-on-demand is a smart solution. This digital printing option allows you to order exactly what you need, when you need it — reducing storage costs, eliminating over-ordering, and allowing updates without extra fees.

Many PixelPrintUSA orders can ship the same day or next day, so you can have your brochures ready for displays, racks, or events in just a few days.

With affordable pricing, dependable quality, and dedicated customer support, PixelPrintUSA is your one-stop print partner for brochures and beyond. Contact us today to get started and let’s make your marketing materials stand out.