Guide to Business Card Paper: Weights, Finishes, & More

When it comes to making a strong, memorable first impression, few tools are as timeless—or as powerful—as a business card. But here’s the secret: your logo and layout are only half the equation. The other half? Choosing the right paper. The feel, weight, and finish of your business card paper can elevate (or undercut) your entire brand.

Whether you’re printing at home on laser printable sheets or getting high-quality business cards made by a pro, this guide will help you choose the best paper type for your style, strategy, and budget.

Are business cards still a thing?

In short, yes. We have yet to see a globally standard digital replacement for exchanging contact information. Sure, some folks exchange social media, but if you’re at a post-conference happy hour, you don’t exactly want to stand around typing out or dictating additional contact information like your phone number, email address, and website into a stranger’s phone.

“…at L-O-O-K-A dot com”

“L-O-K-A dot com, got it”

“No- two Os! L-O-O…”

“L-L-O–”

😵‍💫…you get the picture.

Business cards are the easiest way to exchange all of your most important information, while also creating the first touchpoint with your business or personal brand.

Yes! Your business card paper actually matters

Colors, fonts, and even your brand voice can all be leveraged in a business card to create a brand experience. But all of it has to come together in the feel of a card in hand.

And flimsy business cards? They send the wrong message.

For freelancers, small business owners, and consultants, a business card isn’t just a formality—it’s an introduction. A reflection of your personality. A piece of your brand identity. And ideally, you want it to make a lasting impression.

• 👎 A brilliant design printed on thin, low-grade paper says “cheap.”
• 👍 A slick design on thick, luxe card stock says “intentional,” “polished,” and “professional.”

When designing a business card, you’ll want to consider the weight, texture, and finish of your card carefully.

Your choice of card stock affects the longevity of your card– it also has to last in a wallet, drawer pocket, or (let’s face it) laundry machine. Higher paper quality ensures durability, meaning your business card stays longer with its recipient.

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What is card stock?

Also known as “cardstock”, or “paper stock”, card stock is a type of thick, durable paper that’s heavier than standard printer paper but lighter and more flexible than cardboard.

It’s commonly used for projects that need both sturdiness and a professional appearance like business cards, postcards, invitations, and flyers.

Card stock comes in a variety of weights (measured in gsm or pounds– don’t worry, we’ll explain), finishes (like matte, glossy, or textured), and colors, making it a versatile choice for everything from craft projects to polished marketing materials.

Depending on your vibe, you might want:

• Eco-friendly stock to reinforce sustainability
• Soft-touch matte finish for a modern, premium look
• Bright gloss to highlight creative visuals

It all starts with understanding the important elements of business card paper.

Start here: Business card paper basics

Before we dive into which paper is best, let’s break down the key components of what makes business card paper unique. These will inform your choice of cardstock when you go to print.

🧮 Paper Weight: Pt vs GSM

Pt (points) and gsm (grams per square meter) are both units used to measure the thickness and weight of paper (especially card stock) but they measure different things.

Pt refers to the thickness of the paper. 1 point equals 1/1000th of an inch—so the higher the pt number, the thicker the paper feels. For example, A 14pt card stock is 0.014 inches thick. This measurement is commonly used in North America

Think of it as how thick the sheet feels between your fingers.

GSM stands for grams per square meter and tells you how heavy the paper is. It’s the standard in most parts of the world, particularly Europe and Asia, and is often used when comparing the heaviness or sturdiness of different paper types.

Standard business card paper typically ranges from 250 GSM to 400 GSM, with 350 GSM being the sweet spot for professional quality without bulk.

🔁 Do pt and gsm convert directly?

Not exactly. Because pt measures thickness and gsm measures weight, two types of paper can have the same gsm but different pt if they’re made from different materials. However, printers often use charts to estimate the equivalent values. For example:

• A 14pt stock is roughly equivalent to 300–350 gsm, depending on the paper type.

Business card paper finish types

A business card finish is the final treatment or coating on the paper that gives it a distinguishing characteristic. Here’s a quick summary, but we’ll go through these in detail below:

Matte Finish

Source: Marina Polesskaia on Behance

Matte cards have a smooth, non-reflective surface that gives them a clean, elegant look. They’re great for brands that want to appear modern, minimal, or refined without the flashy shine of a gloss.

• Feel: Soft and silky with a subtle texture
• Look: No glare; colors appear rich and smooth
• Best thickness: 14pt–16pt
• Best for: Minimalist or design-forward brands, tech companies, professional services
• Printing tips: Ideal for vibrant ink; very easy to write on
• Design pairings: Works well with bold fonts, saturated colors, or embossed accents

Why choose matte: It offers a balanced, professional look while maintaining a high-end, tactile feel. Plus, it’s great if you want to write appointment times or notes on your card.

Soft Touch Finish

Soft touch has a velvety, almost suede-like feel that exudes luxury. It’s a subtle upgrade from matte that adds elegance without being flashy, making it ideal for premium or high-touch brands.

• Feel: Ultra-smooth and plush; often described as “velvet” or “rose petal”
• Look: Matte-like with a slight sheen
• Best thickness: 16pt–18pt (feels even thicker due to coating)
• Best for: Luxury brands, real estate, salons, high-end coaches and consultants
• Printing tips: Great for foil stamping or raised spot gloss
• Design pairings: Pair with minimal layouts, deep colors, or gold/silver foils for an ultra-premium look

Why choose soft touch: If you want people to pause and feel your business card, soft touch leaves a lasting tactile impression. It’s all about perceived quality and attention to detail.

Gloss Finish

Glossy cards shine—literally. They’re eye-catching, bold, and make colors and photos pop, making them a favorite for businesses that want their visuals to do the talking.

• Feel: Smooth and slick with a polished surface
• Look: Reflective and vibrant
• Best thickness: 14pt–16pt
• Best for: Photographers, creatives, visual brands, product-based businesses
• Printing tips: Ideal for full-color designs and photographic detail; not great for writing
• Design pairings: Full-bleed images, saturated colors, geometric designs

Why choose gloss: If your brand thrives on visual impact—like high-contrast colors, imagery, or bold branding—gloss is a great way to amplify that. Just note: not ideal if you need to write on your cards.

Pearl Finish

Pearl finishes are soft, iridescent, and luxurious. They shimmer slightly when the light hits, giving your card an ethereal, elegant vibe—perfect for refined, feminine, or upscale brands.

• Feel: Smooth with a subtle texture and light-reflective shimmer
• Look: Delicate sheen with an opalescent glow
• Best thickness: 14pt–16pt
• Best for: Wedding vendors, boutique brands, spas, high-end retail
• Printing tips: Works best with soft, muted palettes or minimalist designs
• Design pairings: Pair with serif fonts, minimalist layouts, and white space

Why choose pearl: It’s subtle, beautiful, and unique– ideal for brands that value elegance, grace, and a touch of luxury without being over the top.

Uncoated Paper

Source: jotpress.co/Studio-Folly

Uncoated card stock offers a raw, natural finish that feels organic and real. It’s the go-to choice for handmade, sustainable, or artisanal brands that want their values reflected in the tactile experience of their card.

• Feel: Slightly rough and fibrous; natural texture
• Look: Flat, muted tones with visible texture
• Best thickness: 14pt–18pt
• Best for: Eco-conscious brands, artists, nonprofits, boutique services
• Printing tips: Best for minimal ink coverage; absorbs ink well but may mute bold colors
• Design pairings: Works beautifully with letterpress, hand-drawn elements, or kraft envelopes

Why choose uncoated: It communicates authenticity, sustainability, and hand-crafted care. If your brand has an earthy, organic, or ethical focus, uncoated paper completes the story.

Business card paper texture options

Card stock can have different textures, affecting how it feels. Different textures may also affect print quality and visibility. Here are some of the most common texture options.

Smooth

Smooth paper offers a clean, polished surface that feels modern and professional. It’s versatile and works well for both conservative and contemporary designs.

• Feel: Sleek and even
• Best for: Tech brands, corporate identities, minimalist aesthetics
• Design tip: Great for clean layouts, linework, or bold branding elements

Linen

Linen texture adds a subtle woven pattern to the paper, giving it a classic, high-end look without being overwhelming. It’s often associated with prestige and professionalism.

• Feel: Slightly raised grid texture, similar to fabric
• Best for: Lawyers, consultants, financial professionals, and formal event brands
• Design tip: Pair with traditional serif fonts or letterpress printing for added elegance

Cotton

Soft, thick, and ultra-tactile, cotton paper feels handcrafted and premium. It’s ideal for cards that are meant to leave a physical impression, literally.

• Feel: Luxuriously soft with visible fibers
• Best for: Letterpress printing, luxury artisans, boutiques, or handmade brands
• Design tip: Excellent for embossing, debossing, and foil stamping

Kraft

Kraft paper has a raw, recycled look and feel that speaks to earthy and eco-conscious brands. Its brown tone adds uniqueness to any card design.

• Feel: Slightly coarse, fibrous, organic
• Best for: Cafés, organic food brands, handmade product sellers, vintage aesthetics
• Design tip: Keep designs simple with black or white ink; avoid heavy color printing

Quick comparison table: Business card paper types

Ok, so what’s the best paper for business cards?

So…what’s actually the best paper for your business card? That depends on you! There’s no one-size-fits-all answer here. But there are some key factors to consider:

1. Brand alignment: Your paper choice should reflect the tone of your brand. Luxury brands may opt for soft touch or cotton stock for a premium feel. Eco-conscious businesses might prefer uncoated or kraft stock to signal sustainability. Bold, creative brands often shine with glossy finishes that highlight vibrant colors and visuals.
2. Budget: If you’re printing in high volume or just starting out, 14-16pt matte or gloss cards from VistaPrint or Primoprint ($17–$25 for 100 cards) are cost-effective. Premium options like soft touch or cotton from Moo or other boutique printers may cost $35–$60+ for the same quantity—but the impression they leave can justify the higher price.
3. Design compatibility: Different papers interact with ink and embellishments in different ways. Matte and uncoated stock are best for writing and minimalist designs. Glossy finishes enhance photos and bright colors. Soft touch works beautifully with foil stamping, embossing, or spot UV for a tactile wow-factor.
4. Durability: Standard cards range from 14pt to 16pt. Thicker cards (18pt and up) feel more substantial and professional but may cost more. Thinner cards are more budget-friendly and easier to mail, but they can feel flimsy if not paired with the right finish.
5. Sustainability: To save resources like lumber and water, print business cards once you’re actually ready to hand them out. Opt for a smaller run, and consider recycled paper. Most printing companies will offer a sustainable option.

With Looka’s Brand Kit you can access 300+ designer-approved templates for your brand. From invoices to letterheads to email signatures. Watch your entire brand come to life with all the assets you need in the Brand Kit. 

Design tips to pair with the right paper

Your business card design should work with the paper, not against it. Here’s how to match them like a pro:

• 🎯 High-contrast colors? Matte finish keeps ink crisp without glare.
• 🖼️ Photos or detailed art? Glossy is your best bet for clarity.
• ✍️ Need to write notes? Stick with uncoated or matte (gloss won’t hold ink).
• 📱 Using QR codes? Avoid glossy stock that can reflect too much light and confuse scanners.
• ✨ Gold or silver logo? If this is you, use foil stamping on thicker paper with texture like soft touch or cotton

And remember: paper craft plays a huge role in ink performance. Thin paper can buckle or bleed. Textured stock can disrupt small text. Order samples when you can, and if you’re printing at home using inkjet and laser printers, run a test first.

Business card paper & brand consistency

Your business card isn’t a standalone item, it’s part of your Brand Kit!

If your logo looks luxe on your website but your card feels flimsy? That’s a disconnect.

Here’s why paper consistency matters:

With Looka’s Brand Kit, you can:

👉 Explore business card templates inside the Brand Kit

📌 Business Card Paper FAQ

What is the best paper weight for business cards?

A standard professional business card typically uses paper between 14pt to 16pt or 300–350 GSM. Thicker stock (like 18pt) feels more premium and durable, while thinner stock may be more cost-effective but can feel less polished.

What’s the difference between pt and GSM in paper?

Pt (points) measures thickness (1 pt = 0.001 inches), while GSM (grams per square meter) measures weight. They don’t directly convert since different materials impact thickness vs. weight, but a 14pt card is roughly equivalent to 300–350 GSM.

Which business card finish is best for writing on?

Choose matte or uncoated paper. Both finishes absorb ink well and prevent smudging, making them ideal for jotting down notes or appointment times.

What finish should I choose for a luxury brand?

Go with soft touch or cotton paper. These offer a velvety texture and premium thickness that elevate perceived quality and tactile impact—perfect for upscale coaches, consultants, or boutique businesses.

Can I print business cards at home?

Yes, but results vary based on your printer. Use laser-compatible cardstock and run a test print. Matte or uncoated stock generally works best with home printers.

Are glossy business cards good?

Glossy finishes make colors pop and visuals stand out, ideal for photographers or product brands. But they’re not good for writing or QR code scanning due to reflective glare.

What’s the most eco-friendly option for business cards?

Choose uncoated or kraft stock made from recycled paper. They offer a natural look and align with sustainable branding values—great for artisanal or organic brands.

Final thoughts: Your brand deserves better than basic

Your business card paper is more than just paper—it’s a branding superpower.

When you choose the right paper, your design sings. Your brand feels intentional. Your connections remember you.

So don’t print yourself short. Use high-quality paper. Choose the finish that fits your vibe. And let your business card be as bold, refined, or innovative as you are.

👉 Try our Brand Kit and access stunning business card templates that look good on every kind of paper—from uncoated to ultra-premium.