Paper 101: Part 2
Text Vs. Cover Weight & The True Meaning of GSM
Written By: Katt Woodworth
Following up on last month’s article about paper coating, this time we’re diving deeper into paper types—specifically weight.
We’ll break down the difference between text and cover stocks, what GSM means, and how pound ratings actually work.
Text Vs. Cover
First things first: when it comes to paper weight, you need to know the difference between text and cover stock. Because if you choose text weight for your postcards, there’s a good chance that when they hit the postal system, they’ll give up immediately, and quietly join the ever-growing “lost” bin.
So, what’s the difference?
Text weight is your lighter stock—commonly used for flyers, brochures, and forms. It folds easily, tears easily, and, if necessary, can absolutely be turned into a spitball.
Cover weight, on the other hand, is thicker and sturdier. This is your go-to for postcards, business cards, and anything meant to feel durable. While not indestructible, cover stocks are far more likely to survive the journey from press to mailbox—and actually arrive in one piece.
Now that we’ve got that sorted, let’s talk about GSM.
What is GSM?
GSM stands for grams per square meter, and it refers to the actual weight of the paper. It’s one of the most reliable ways to determine thickness—because unlike pounds, GSM doesn’t play games.
Simply put: the higher the GSM, the thicker the paper.
Knowing the GSM is especially helpful when you want to double-check that the stock you’re using is what you think it is—whether that’s a lightweight text sheet or a heavier cover stock.
Using Pound Instead of GSM
Even though GSM is more accurate, here in the U.S., we prefer to use pound ratings – 20#, 70#, 120#, and so on – which adds a bit of unnecessary chaos to the mix.
Still, it follows the same rule of “the higher the pound, the thicker the stock” – usually.
Here’s where things get tricky: 100# text and 100# cover are not the same. Not even close—and yes, both exist and are commonly used in the print industry. They’re based on different measurement standards, which means the numbers don’t translate cleanly between categories.
This is why checking the GSM can save you from some very unfortunate surprises. It tells you what you’re actually working with—rather than what the label implies.
A Few Helpful Tips:
You’ll rarely see cover stock at 60# or lower.
Text stocks typically top out around 100#.
The transition from text to cover generally happens around 150 GSM.
Conclusion: The Weight of the Matter
To keep a long story short, text refers to lighter, thinner stocks, while cover indicates heavier, thicker ones. The pound rating gives you a general sense of thickness, and GSM tells you the paper’s true weight.
Understand these, and you take the guesswork out of your paper choices—because in the world of print, the right weight doesn’t just support your design… it carries it.