Two orders can use the exact same design and still feel completely different in someone’s hands – and the difference almost always comes down to paper stock, not artwork. Picking the right one isn’t about “better” or “worse”; it’s about matching the finish to the job.

Here’s a plain-language breakdown of the stocks we print on most, and when each one actually makes sense.

Uncoated (14pt–16pt)

This is the classic, everyday stock – a smooth, matte surface with no coating on top. You can write on it with a pen, which sounds minor until you need to (think appointment cards, order forms, anything a customer might jot a note on).

Best for: business cards with a natural, understated look, letterheads, order forms, anything that needs to be written on.

Feel: soft, warm, slightly textured. No glare under light.

Kraft (18pt)

Kraft stock has a raw, recycled-paper look and a light brown tone straight out of the box – no coating, no gloss, just texture. It’s become the go-to for brands that want to signal “handmade,” “eco-conscious,” or “local” without saying a word.

Best for: stickers and labels for food or craft products, rustic-themed business cards, packaging tags.

Feel: fibrous, earthy, visibly different from white stock at a glance.

Gloss (14pt, UV coated)

A shiny, reflective finish that makes colours pop and photos look sharp and saturated. It’s the stock most people picture when they imagine a “standard” printed flyer or postcard.

Best for: flyers, postcards, anything photo-heavy where you want colours to feel vivid and punchy.

Feel: slick, reflective, shows fingerprints more than matte stock does.

Soft-Touch (18pt laminate)

This is the stock that gets a reaction. A soft-touch laminate has a velvety, slightly rubbery texture – it feels closer to fabric than paper. It’s noticeably more expensive than the others, but for the right product, that tactile “wow” is the whole point.

Best for: premium business cards, luxury packaging inserts, anything meant to feel high-end the moment someone touches it.

Feel: smooth, matte, almost soft to the touch – resists fingerprints better than gloss.

Spot UV (16pt)

Not a stock on its own, but a finishing technique: a glossy coating applied to specific parts of the design – usually a logo or key detail – over an otherwise matte surface. The contrast between the flat matte background and the glossy raised detail is what makes it stand out.

Best for: logos and icons you want to visually lift off the page, premium packaging, cards where one element deserves extra attention.

Feel: mostly matte, with a glossy, slightly raised texture exactly where the design calls for it.

A simple way to decide

If you’re not sure where to start, ask one question: what do I want someone to feel when they pick this up?

Practical and approachable → Uncoated
Natural and handmade → Kraft
Bold and colourful → Gloss
Premium and memorable → Soft-Touch
Detail-focused and polished → Spot UV

Not sure which one fits your project?

You don’t have to guess. Every product page lets you pick your stock before you order, and our team is always happy to weigh in — reach out on any product page or message us directly with what you’re printing and we’ll point you to the right one.

Want to feel the difference for yourself? Ask us about paper samples the next time you’re in touch — contact us and we’ll set you up.