Which paper weight should you choose? A practical guide

You’re choosing paper for business cards, flyers or a catalogue — and suddenly you’re faced with numbers such as 90 gsm, 130 gsm, 170 gsm, 250 gsm and 350 gsm. Which paper weight is best? Does a higher number automatically mean better quality? How can you check the weight of paper, and why can two sheets with the same weight feel completely different?

The choice of paper can have a bigger impact than you might expect. It influences not only the look of the finished product, but also how it feels, how durable and functional it is, and the overall impression it creates. One type of paper may be right for a flyer handed out at an event, another for an elegant invitation, and something completely different for a multi-page catalogue.

The good news is that you don’t need to be a printing expert to make the right choice. You simply need to understand a few basic principles, know how to determine paper weight and familiarise yourself with the main types of paper available at different weights.

In this guide, Four zeros explains what paper weight means, how it affects the finished product and how to choose the right weight for a particular type of print.

What is paper weight?

In this context, paper weight refers to the mass of one square metre of a particular type of paper. It is measured in grams per square metre (gsm).

So, if paper has a weight of 100 gsm, one square metre of it weighs 100 grams. A sheet of the same size at 300 gsm would weigh 300 grams.

For customers, this figure mainly gives an indication of what to expect from the paper. In general, the higher the weight, the heavier and stiffer the paper tends to be.

But it’s important to emphasise the words “in general.”

Paper weight is not the same as thickness. Two types of paper with the same weight of 250 gsm can differ in thickness, stiffness and structure. These differences can be influenced by factors such as the type of fibres used, the production process, the surface finish and the paper’s bulk.

That’s why you shouldn’t base your choice on a single number. A general classification by paper weight can be a useful starting point, but the final decision should also take into account the type of paper, its surface, its intended purpose and how it will be used.

How to calculate paper weight

If we know the weight of a sheet and its area, we can calculate the paper weight ourselves. The formula is simple:

paper weight [g/m²] = sheet weight [g] ÷ sheet area [m²]

For example, a sheet measuring 50 × 70 cm has an area of 0.35 m². If it weighs 70 g, its paper weight is 200 g/m²:

70 g ÷ 0.35 m² = 200 g/m²

So, how can you measure paper weight at home? First, measure the length and width of the sheet accurately and calculate its area in square metres. Then weigh the paper using the most accurate scales you have. Since a single sheet may be too light to weigh accurately, it’s better to weigh several identical sheets and then divide the total weight by the number of sheets.

This is a simple way to check the paper weight when you don’t have the original packaging or the manufacturer’s specifications. However, keep in mind that measurements taken at home will only give you an approximate result.

Types of paper by weight

The simplest way to classify paper by weight is to divide it into lightweight paper, medium-weight paper and heavier materials that are closer to card in terms of their properties. However, these categories do not have strictly defined boundaries — what matters much more is the intended use of the finished product.

How can you estimate paper weight without measuring it? You can get a rough idea from its weight, stiffness and how it feels in your hand, but this won’t tell you the exact figure. The most reliable information can be found on the packaging, in the manufacturer’s specifications or in the information provided by the print shop.

The ranges below will help you understand what different paper weights are most commonly used for.

In the food and hospitality business, taste matters. But long before a guest tries their first dish or takes a sip of coffee, they notice dozens of other details. The sign above the entrance, a restaurant menu, a seasonal offer card, a coaster, takeaway packaging or a business card included with the order — all of these elements shape how the brand is perceived.

That’s why printing for cafés and restaurants shouldn’t be treated as a collection of random materials ordered only when something runs out. Well-planned printed materials help create a consistent image for the venue, support sales and make the brand more memorable, even after the customer has left the restaurant. A consistent visual identity brings all these touchpoints together, turning them into parts of one recognisable system.

So, what is really worth ordering? Which materials are essential, and which can help boost sales or make your venue stand out from the competition? We’ve put together a practical list.

Menu — the most important printed material in a restaurant or café

It’s hard to start with anything else. A menu is one of the printed materials that guests handle most often in any restaurant, café, bakery or bar. Customers may hold it for several minutes, comparing options, reading descriptions and using them to decide what to order.

That means that both a restaurant menu and a café menu need to be not only attractive, but above all, easy to read.

A font that is too small, insufficient spacing, a chaotic information hierarchy or an excess of decorative elements can make it harder for guests to choose. A well-thought-out design, on the other hand, helps them quickly find the categories they are looking for and draws attention to the items the place particularly wants to promote.

The way a menu is made should also depend on how it will be used. An elegant restaurant may need completely different paper and finishing than a small café that frequently changes its selection. If a menu is used intensively, durability should be a priority. If the offering changes several times a year, it’s important to be able to print updated versions easily and cost-effectively.

Professional menu printing should take into account not only the look of the design, but also how often it will be replaced, the conditions in which it will be used and the character of the restaurant or café.

It’s also good practice to order a few extra copies. Menus are used every day — they can get dirty, damaged or simply go missing.

Seasonal menus and add-on cards for the main menu

Not every change to the offering means redesigning and reprinting the entire menu.

In summer, you might add lemonades and cold brew; in autumn, pumpkin coffee; in winter, hot seasonal drinks and special desserts. For Valentine’s Day or other holidays, a restaurant may also prepare special sets. In situations like these, separate seasonal cards and add-on cards for the main menu work particularly well.

It’s a simple way to highlight a temporary offering without having to change the main menu.

A small card placed on the table can also act as an extra salesperson. A guest who wasn’t planning to order dessert may change their mind after seeing an attractive card featuring a new cheesecake, tiramisu or seasonal coffee.

That’s why it’s worth seeing these materials as more than just a way to provide information. Well-designed printed materials can actively support the sale of additional products.

Business cards — a small format that still makes sense

Do restaurants and cafés still need business cards? Absolutely, although their role has changed somewhat over time.

They no longer need to contain just an address and phone number. A business card can also serve as a small piece of promotional material that customers can take with them.

It can include opening hours, a website address, a social media handle or a QR code linking to a table reservation system, online menu or order form.

Another good idea is to use the back of the card to give customers a simple reason to come back. At the same time, there’s no need to cram too much information onto such a small card. The simpler the message, the more likely it is to be noticed and remembered.

Flyers for restaurants and cafés

Well-designed flyers can still effectively promote a local restaurant or café — as long as they have a clear purpose.

Simply printing a logo, address and a phrase like “You’re welcome” is usually not enough. Customers should immediately understand why they should keep the flyer or visit the restaurant.

A flyer can promote a lunch deal, delivery service, new menu, restaurant opening, catering, breakfast options or a special promotion.You can include flyers with takeaway orders, hand them out at local events or leave them in places where potential customers are likely to see them.

One particularly effective option is to include flyers with delivery orders. The customer is already familiar with the restaurant and has just placed an order, so there’s no need to convince them of the brand’s value from scratch. Instead, the flyer can encourage them to place another order, visit the restaurant or explore another part of what it has to offer.

Loyalty cards — a simple way to encourage customers to come back

Cafés are practically made for loyalty programmes. Customers buy coffee regularly, so a simple “buy a few, get the next one free” system is easy to understand and doesn’t require a complicated app.

A printed loyalty card has another advantage: it provides a physical reminder of the café. Seeing the card in their wallet may remind customers to come back.

There’s no need to limit this approach to coffee. The same idea can work well for a bakery, confectionery, ice cream shop or restaurant with regular lunch specials.

The card design should be simple. Customers should immediately understand how the programme works, know how many stamps they need to collect and what they will receive once the card is complete.

Coasters for cups and glasses

A coaster for coffee, a cocktail or a beer may seem like a small detail, but details like these help create a consistent image for a restaurant or café. Depending on the character of the restaurant or café, you might choose elegant coffee coasters or custom-printed beer coasters designed specifically for the brand.

They can feature a logo, a distinctive illustration, a short slogan or another element of the brand’s visual identity. This way, even an ordinary cup on the table becomes part of a carefully considered brand presentation.

Coasters also serve a practical purpose by protecting the table surface. In this way, they combine functionality with advertising.

However, there’s no need to turn them into miniature flyers and fill them with text. With such a small format, one strong graphic element is far more effective than several messages competing for attention.

Paper placemats

In restaurants and cafés that serve a large number of customers, paper placemats can also be a great option. They can protect the table surface, while their larger size offers many more possibilities.

They can feature a breakfast menu, lunch specials, the story behind the restaurant, interesting facts about the products or information about seasonal items.

In a family restaurant, a paper placemat could include a simple game for children; in a specialty coffee shop, a short introduction to the coffee’s origins; and in a restaurant serving regional cuisine, a few interesting facts about its ingredients and traditions.

The most effective printed materials for the food and hospitality industry often serve several purposes at once. Paper placemats can protect the table surface, reinforce the brand’s visual identity and act as a subtle form of advertising.

Stickers — one product, endless uses

Stickers are one of the most versatile types of printed materials in the food and hospitality industry.

They can be used to seal paper bags, label boxes, decorate cups, secure delivery packaging or add elements of the brand’s visual identity to simple, neutral packaging. This way, even an ordinary coffee cup with a logo or branded sticker becomes a recognisable part of the restaurant or café’s brand communication.

The latter option is particularly practical for small businesses. Instead of ordering large quantities of packaging specially made for the brand, they can use standard boxes, cups or bags and personalise them with a well-designed sticker.

A sticker can feature just the logo, but it doesn’t have to. You can create several versions — for example, “Thank you”, “Enjoy your meal”, “Baked today” or labels for individual products.

This makes it possible to give packaging a more distinctive, personalised feel at a relatively low cost.

Product labels

If a café or restaurant sells its own products — coffee beans, biscuits, fruit preserves, sauces, baked goods, tea blends or other items — it will also need well-designed labels.

These might include coffee labels, labels for tea packaging, sauce bottles, or jars of preserves and other products.

Here, aesthetics need to go hand in hand with functionality.

The label should suit the packaging and remain easy to read. It should also include all the information required for that particular type of product. That’s why you should decide on the packaging size and required information before creating the label design.

A cohesive series of labels can make even a small product range look like a fully developed brand.

Packaging and materials for takeaway orders

For many customers, their interaction with a restaurant now happens outside the restaurant itself. They order food for takeaway or delivery, buy coffee to go or take dessert home.

In these cases, packaging partly takes on the role that the interior plays inside the restaurant.

A bag, box, wrapper, sticker or add-on card can all shape the customer’s first impression when they receive their order. Consistent materials help the brand look professional even outside the restaurant.

It’s also worth thinking about what happens after the customer opens the package. A small thank-you card can include a QR code leading to the menu, social media profiles or a booking page. This is a natural opportunity to encourage the customer to interact with the brand again.

Vouchers and gift cards

A dinner for two, brunch, a tasting experience, a box of desserts or a set amount to spend at a restaurant can all make great gifts. That’s why it’s worth having printed vouchers ready to go.

A physical gift card looks much more appealing than simply sending a code in a message. It can be placed in an elegant envelope and given as a ready-made gift.

The design should reflect the character of the restaurant or café. For a premium restaurant, a minimalist design and high-quality paper can work well. A colourful cake shop, on the other hand, can use bolder, more expressive graphics.

It’s important to clearly state the terms of use and expiry date on the voucher, in line with the restaurant or café’s own policies.

Posters and promotional materials

New menu? Tasting night? Live music? A special weekend breakfast? A seasonal promotion?

Not every piece of information needs to go on the main menu. This is where posters, small information signs and other promotional materials can be useful.

They can be placed near the entrance, in the window, by the till or elsewhere in the restaurant or café. Their purpose is to communicate one key message quickly.

The key word is “one.”

A poster that people view from several metres away shouldn’t look like a newspaper page. A strong headline, the main information, the date and, if needed, the price or a call to action are usually enough.

QR code materials — connecting print with the online world

QR codes make it possible to connect traditional print with digital tools. They can be placed on menus, business cards, flyers, coasters, posters or packaging.

But the most important thing is where the QR code leads.

Simply writing “Scan the code” is not enough to motivate a customer to take out their phone. A specific message works much better: “View the latest menu”, “Book a table”, “Order online” or “See what’s new”.

Before printing, the code should always be tested on several devices. It’s also important to choose the right size and ensure sufficient contrast so that it can be scanned easily.

There’s one more practical rule: don’t use a QR code that leads to a page that will disappear in a few weeks. Printed materials are often used for much longer than originally planned.

Branded paper, envelopes and catering materials

A restaurant is about more than serving guests at tables. Restaurants that provide catering services or organise receptions, corporate events or weddings also need materials for professional communication.

An elegant proposal printed on branded paper, along with a matching envelope or document folder, can look much more professional than a random sheet printed on an office printer.

This is especially important for larger orders. If a client is planning an event for several dozen people, the way the proposal is presented also affects how they perceive the quality of the service.

Don’t order everything at once — start with what your business needs

There are plenty of options, but that doesn’t mean every café needs to order ten different products right away.

A small business focused mainly on takeaway coffee may need menus, stickers, loyalty cards, branded cups and packaging materials most of all. A full-service restaurant may focus on menus, seasonal add-on cards, vouchers and tabletop materials. A catering company will need a different set of materials altogether.

The best place to start is with a few simple questions:

– Which printed materials do customers interact with most often?
– Which of them influence their purchasing decisions?
– What does the customer take away with them?
– How often does the offering change?
– Which materials wear out quickly?
– Where could print be used to encourage the customer to make another purchase?

The answers will help you set priorities and avoid ordering materials that then sit in storage for months.

Consistency matters more than the number of materials

A menu can look great. So can a sticker. And a business card. The problem starts when each of these products looks as if it belongs to a different company.

Printed materials should form a consistent visual system. Consistent colours, typography, photography or illustration styles, logo usage and a similar tone of voice make the brand easier to recognise.

This doesn’t mean that every material has to look exactly the same. It’s about visual consistency and a carefully planned approach to restaurant branding.

A restaurant’s visual identity should cover more than just its logo and interior; it should also be reflected in its menus, packaging, promotional materials and all printed materials customers come into contact with. Likewise, a café’s visual identity should be visible on cups, loyalty cards, labels, coasters and materials used for takeaway orders.

Customers should be able to see a package, flyer or card and immediately associate it with the restaurant or café they have visited.

If the team prepares its own materials and is responsible for the brand’s communication, branding training can also be useful. It can show employees how to use individual elements of the visual identity consistently.

Print quality also shapes the customer experience

In the food and hospitality industry, the customer experience is made up of countless small details. A great dish served on a chipped plate loses some of its appeal. Likewise, an elegant interior doesn’t go well with a menu printed on cheap, unsuitable paper that quickly wears out.

That’s why, when choosing materials, it’s important to consider not only the design, but also the paper, weight, format, finishing and intended use of each product.

A menu used by hundreds of people every day requires one solution, while a voucher given as a gift may require something completely different.

Choosing the right printing method and materials can also help keep costs under control. The most expensive option isn’t always the best one. The best solution is the one that matches how the particular product will be used.

What should you order from a print shop for a café or restaurant?

There is no single, universal set of printed materials that works for every business in the food and hospitality industry. However, there are a few that can be useful for most restaurants and cafés: menus, seasonal cards, flyers, business cards, stickers, labels, tabletop materials, vouchers, posters and materials for takeaway orders.

The most important thing is that each one serves a clear purpose.

Print can provide information, support sales, keep the brand in customers’ minds, encourage them to come back or simply make the overall customer experience more thoughtful. It works best when all materials are planned as part of one visual identity rather than ordered separately whenever something runs out.

If you’re planning to open a new restaurant or café, updating its visual identity or simply organising the materials you use every day, start by making a list of the most important points where customers interact with your brand. This makes it much easier to decide what to print first, which format to choose and which materials can genuinely support sales.

At Four zeros, you can prepare printed materials tailored to the character of your café, restaurant or other food business — from essential printed materials to items that support promotion and create a consistent brand image. After all, good print in the food and hospitality industry shouldn’t be just an aesthetic addition. It should serve a clear purpose and do its job effectively.

In the world of print, details matter. They are what determine whether a product looks ordinary or creates a genuine "wow" effect. One of the most important finishing elements is lamination — often underestimated, yet one that has an enormous impact on how the final product is perceived.

The choice between matte and gloss lamination is not merely an aesthetic question. It is a strategic decision that affects brand image, the durability of the material, and the way in which a person interacts with the product.

In this article, we explain the differences between these two options, when each is best applied, and how to choose the right solution for your project — so that your printed material not only looks attractive, but works effectively.

What is lamination and why does it matter?

Lamination is the process of coating the surface of a printed material with a thin film — either matte or gloss. Its primary purpose is to protect the print from mechanical damage, moisture, and abrasion.

However, the protective function is only half the story.

Lamination also affects:

• the visual perception of the material
• colour saturation
• tactile feel
• the perceived quality of the product

In practice, this means that the same artwork can look entirely different depending on the type of lamination applied. Matte and gloss films produce two distinctly different final effects — and this is worth taking into account as early as the design phase.

Matte lamination — elegance and restraint

Matte lamination is the choice for those who value style, minimalism, and contemporary design. The surface is smooth, slightly satin in feel, and does not reflect light.

This option is particularly popular for premium materials.

Key characteristics:

• no glare or reflections
• muted, "soft" colours
• a pleasant, velvety texture
• an elegant, modern appearance

Where it works best:

• premium business cards
• high-quality catalogues and brochures
• invitations
• luxury packaging
• branded materials

Matte lamination conveys professionalism and a sense of calm. It is less visually aggressive, but more refined. Matte films are especially popular in contexts where the first tactile impression is important — the person literally feels the quality.

Worth bearing in mind:

• colours may appear less vibrant
• the surface may be more prone to fingerprints

Gloss lamination — vibrancy and visual impact

Gloss lamination works in the opposite way — it intensifies colours and draws the eye. The surface reflects light, making the print look more dynamic and expressive.

This is the ideal solution when a "wow" effect is required.

Key characteristics:

• strong, high-gloss sheen
• bright, saturated colours
• greater contrast
• a sense of depth

Where it works best:

• advertising flyers
• posters
• promotional materials
• magazine covers
• products aimed at a broad audience

Glossy lamination attracts more attention and has a more visually “bold” appearance.

Worth bearing in mind:

• reflections can make reading more difficult
• the surface feels more slippery to the touch

Matte or gloss — which is the better fit for your project?

There is no universal answer. The choice depends on several key factors.

Brand character

• premium, luxury, minimalist brand — matte
• dynamic, mass-market, sales-driven brand — gloss

Purpose of the material

• building brand image — matte
• attracting attention — gloss

‍Type of product

• business cards, invitations — more often matte
• flyers, posters — more often gloss

‍Conditions of use

• heavy, repeated handling — both options are viable, with durability as the priority
• strong ambient lighting — matte tends to be more legible

‍Can both effects be combined?

Yes — and this often yields the best result.

An increasingly popular approach is the combination of matte lamination with additional finishing techniques, such as:

• spot UV coating
• embossing
• foil stamping

The result? A matte surface with gloss accents = a contrast that draws attention and elevates the prestige of the project.

This approach is frequently used for:

• premium business cards
• exclusive packaging
• high-end marketing materials

The most common mistakes when choosing lamination

Focusing solely on price

A cheaper option does not always mean a better choice. Lamination is an element of brand image, not merely a technical detail.

Mismatching the lamination with the design

Not every design benefits from gloss. And not every design is enhanced by matte.

Ignoring conditions of use

A material that is handled frequently may look quite different after just a few days.

Skipping a test print

For larger print runs, it is worth ordering a proof or sample before committing to the full quantity.

How to make the right decision?
Practical advice

• consider what effect you wish to achieve — both emotionally and visually
• analyse where and how the material will be used
• match the lamination to your target audience
• consult with your print centre
• if in doubt — request samples

In practice, the best solution is not “which is better”, but “which is more suitable.”

‍Conclusion

Matte and gloss lamination are two distinct visual languages. One speaks quietly and elegantly; the other, loudly and dynamically.

The question is not which option is better. The question is which option better serves your purpose.

The right lamination can elevate a project to an entirely different level. The wrong choice can weaken even the strongest artwork.

If you want to be confident that your print will look exactly as it should, it is worth relying on experience.

At Four zeros, we help you choose not just the technology, but the final effect that truly makes a difference.

Four zeros — print you can see and feel.