Using the right type of paper isn’t just a matter of size, thickness or color. The ‘right’ type of paper should effectively meet your goals including the emotional response it may illicit, the durability it requires or the texture for the best clarity. There are 17 popular printing paper types used across the world, and there is a reason for each of them.

When considering your overall marketing project, the paper is an important part in how the end product looks and feels. Be sure what ends in the receiver’s hand is what you intended, by taking into consideration the pro’s and con’s of different paper types, which to choose for different projects, and why.

The 17 most popular are explained here: