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.
 
Coated verses Uncoated
Coating on a brochure is a finish that alters the look and feel of the paper. Not only does it add to the texture a level of professionalism, coating makes the color adhere to the paper in a different way, changing the overall clarity of colors. Any brochure with photographs should be printed on coated paper. Photographs look their best with a coating.
 
Uncoated paper provides a much easier surface for note-taking. If the purpose of your brochure is to provide lots of space for writing, then you may want to avoid a coating. The biggest disadvantage to uncoated paper is that your ink is not protected and your paper can be worn much more quickly.
 
Coating Options
Aqueous coating is a high quality finish that gives a protective coating to brochures. This finish is attractive and environmentally friendly. Plus it’s a light enough finish that you won’t need to worry about cracks in the seam when folded.
 
UV coating is a finish cured with ultraviolet light. This finish creates an attractive look and comes in glossy and dull finishes. The glossy finish makes photographs really look their best with extra sheen. A dull UV finish provides a more contemporary look.
 
Paper Weight
Most printers offer several different weights of paper. Text paper (so called because it is the paper usually used in the interiors of catalogs and books) is described in terms of pounds using the “#” symbol. Cover stock (so called because of its use as the cover of books and catalogs) is described in points using “pt.” The lightest weight you should use for brochure printing is 70# text coated or 80# text uncoated. The standard paper weight is 100# text and is used most often. It requires the least amount of money spent for the quality. 10pt cover and 14pt cover can come coated or uncoated, glossy or dull. Generally a heavier paper gives a better impression about your business to your customers.
 
Paper size and folding
The way you fold your brochure will determine the size of paper you need for brochure printing. Paper sized 11×8.5 will work well for half fold, Z fold, French fold, and tri-fold brochure printing. For other folding options, a longer sheet of paper is needed. 11×17 will give you enough paper for gate folding, double gate folding, roll folding, double parallel folding, and accordion folding, in addition to the previous folds mentioned. The amount of content in your brochure will be the biggest determining factor in the size and fold of your brochure.

Consider what you want to do with your brochure. Marketing brochures should be designed to grab readers’ attention. Make them glossy and full of color. Other brochures are meant to inform and can be simplified with a dull coating or no coating at all. Whatever you choose, just be sure to balance your budget with the right paper. Send the right message with the right paper and both your budget and your customers will remain happy.