The paper you choose for your brochures is more significant than you may think. Sometimes a glossy finish is the best option while a dull finish will match the style of another brochure better. The same goes for the type of paper you use: a certain paper stock may be right for one brochure printing project but not another. The simple fact is that choosing the right type of paper for your brochure will increase its effectiveness, so here are some style and design aspects to consider when choosing paper, from coatings to the actual paper stock.