What Is the Best Paper Stock for Brochure Printing?
Paper stock changes how a brochure looks, feels, folds and presents your brand. For many professional brochures, the decision comes down to two excellent choices: 100 lb Gloss Text or 100 lb Gloss Cover.
100 lb Gloss Text: Our best all-around choice for most folded marketing brochures.
100 lb Gloss Cover: Choose it when you want a thicker, more substantial and more rigid brochure.
Why Does Brochure Paper Stock Matter?
Customers don't experience your brochure only with their eyes. They pick it up, open it, fold it, carry it and may keep it for weeks or months.
The paper stock you choose affects four important parts of that experience:
How substantial the brochure feels in the customer's hand.
How photographs, colors and graphics present on the finished piece.
How easily the brochure opens, closes and holds its folded shape.
How well the brochure stands up to handling and repeated use.
For Most Folded Brochures: Start With 100 lb Gloss Text
For a typical business, sales or marketing brochure, 100 lb Gloss Text is an excellent starting point.
It provides a polished, professional feel without becoming unnecessarily rigid, and it works especially well for brochures that need to fold and open naturally.
What Is 100 lb Gloss Text?
100 lb Gloss Text is a premium coated paper stock commonly used for high-quality marketing materials. Despite the word “text,” it is substantially more polished and professional than ordinary office or copy paper.
Its glossy coated surface helps full-color photographs, logos and graphics look crisp and vibrant while the paper remains flexible enough for common brochure folds.
100 lb Gloss Text Works Especially Well For:
• Tri-fold brochures
• Half-fold brochures
• Z-fold brochures
• Company and service brochures
• Trade show handouts
• Real estate brochures
• Sales and marketing materials
A strong all-around paper stock for professional folded brochures.
What Is 100 lb Gloss Cover?
100 lb Gloss Cover is a thicker and more rigid coated stock. Think of it as moving from a flexible brochure paper toward a heavier, more substantial presentation piece.
The extra body can create a premium impression and improve durability when the brochure will be handled repeatedly.
100 lb Gloss Cover Can Be a Good Choice For:
• Premium sales pieces
• High-end product presentations
• Brochures intended for repeated handling
• Real estate and luxury marketing
• Materials where a thicker feel supports the brand
100 lb Gloss Text vs. 100 lb Gloss Cover
| Feature | 100 lb Gloss Text | 100 lb Gloss Cover |
|---|---|---|
| Feel | Premium but flexible | Thicker and more rigid |
| Folding | Excellent for common brochure folds | Creates a more substantial folded piece |
| Durability | Very good | More rigid and substantial |
| Best Use | Most business and marketing brochures | Premium presentation pieces |
| Our Recommendation | BEST ALL-AROUND CHOICE | Choose when extra thickness matters |
Is 100 lb Gloss Text the Same Thickness as 100 lb Gloss Cover?
No. This is an important point when choosing brochure paper stock.
100 lb Gloss Cover is substantially thicker and more rigid than 100 lb Gloss Text. Although both are labeled “100 lb,” Text and Cover are different paper categories, so the weight numbers should not be compared as though they represent the same thickness.
Is 100 lb Gloss Text Thick Enough for a Brochure?
Yes. For most business and marketing brochures, 100 lb Gloss Text provides a substantial professional feel while still folding naturally.
It should not be confused with thin office paper. This is a coated commercial printing stock designed for professional printed materials.
When Should You Choose 100 lb Gloss Cover Instead?
Choose Gloss Cover when the physical feel of the brochure is an important part of the presentation.
For example, if you're presenting luxury real estate, premium services, an expensive product or a high-end corporate brand, the heavier stock can reinforce that positioning.
If you want the brochure to feel noticeably thicker in the customer's hand, consider Gloss Cover.
Which Paper Stock Works Best for Different Brochure Folds?
Tri-Fold Brochures
100 lb Gloss Text is our best all-around choice. It provides enough body to feel professional while maintaining flexibility across multiple panels.
Half-Fold Brochures
Either stock can work well. Choose Gloss Text for flexibility or Gloss Cover when you want a more substantial presentation piece.
Z-Fold Brochures
Because Z-folds use alternating folds and open accordion-style, 100 lb Gloss Text is a practical choice for many applications.
Not sure which fold fits your project? Read Tri-Fold vs. Half-Fold vs. Z-Fold Brochures: Which Is Best?
Does Gloss Paper Make Brochure Colors Look Better?
Gloss-coated paper is especially well suited to brochures with strong photography, colorful branding, product images and graphics.
The smooth coated surface helps printed images and colors appear crisp and polished, which is one reason gloss stocks remain popular for marketing materials.
Think About How the Brochure Will Be Used
A brochure handed out by the thousands at a trade show may have different needs from a premium brochure presented to a prospective luxury-home buyer.
Choose the stock based on the customer experience you want — not simply because one paper sounds heavier or more expensive.
What About AQ Coating and Satin AQ Matte Coating?
Paper stock and coating are separate decisions. Bright Print Works currently offers brochure finishing options including AQ Coating and Satin AQ Matte Coating.
The finish changes the surface appearance and feel of the printed piece, allowing you to move toward a shinier or more subdued presentation depending on the design.
If you're unsure which combination best fits your brochure, call us and we'll help you choose.
GLOSS COVER FOR EXTRA BODY.
Both can produce excellent professional brochures. Choose based on how you want the finished piece to feel and function.
Paper Stock Is Only Part of the Brochure Decision
Your paper, finished size and fold all work together. A compact tri-fold has different design and handling needs from a larger half-fold presentation brochure.
Before ordering, see Brochure Sizes Explained: Which Size Should You Choose?
How Much Does Professional Brochure Printing Cost?
Paper stock is only one part of brochure pricing. Quantity, size, folding and finishing can also affect your final price.
For our complete pricing breakdown, see How Much Does Brochure Printing Cost? Complete Price Guide.
You can also see our brochure printing price comparison with major national printers.
EVER — PLAIN & SIMPLE
Find a lower written quote for a comparable brochure with comparable specifications? Bright Print Works will beat that price by 10%.
Ordering 1,000 or More Brochures?
Once you've chosen your paper stock, quantity becomes one of the biggest factors in your cost per brochure.
See How Much Do 1,000 Tri-Fold Brochures Cost? or compare larger quantities in our Bulk Brochure Printing Cost Guide.
Need Your Brochures Quickly?
Bright Print Works typically produces brochure orders in 1–2 business days.
If you're working against a deadline, read Fast Brochure Printing: How Quickly Can Brochures Be Printed & Delivered?
Tell Us What You're Printing
If you're deciding between Gloss Text and Gloss Cover, call Bright Print Works at 800.440.9131. Tell us what the brochure is for, how it will be distributed and the impression you want to create, and we'll help you choose the paper stock that makes sense.
Brochure Paper Stock FAQs
What is the best paper stock for brochure printing?
For many professional folded brochures, 100 lb Gloss Text is an excellent all-around choice. It provides a polished appearance and professional feel while remaining flexible for folding. Choose 100 lb Gloss Cover when you want a thicker, more rigid piece.
Is 100 lb Gloss Text good for brochures?
Yes. 100 lb Gloss Text is well suited to business and marketing brochures, particularly tri-fold, half-fold and Z-fold formats.
What is the difference between 100 lb Text and 100 lb Cover?
100 lb Gloss Cover is substantially thicker and more rigid than 100 lb Gloss Text. The numbers are not directly comparable because Text and Cover are different paper categories.
Which paper stock is best for tri-fold brochures?
For most tri-fold brochures, 100 lb Gloss Text offers an excellent balance of professional feel, print quality and flexibility.
When should I use 100 lb Gloss Cover?
Consider Gloss Cover when you want a thicker, more rigid brochure for a premium presentation, repeated handling or a brand where the substantial paper feel is important.
Does Bright Print Works offer both Gloss Text and Gloss Cover?
Yes. Bright Print Works offers 100 lb Gloss Text and 100 lb Gloss Cover for brochure printing.
Will Bright Print Works beat another brochure printing quote?
Yes. If another printer gives you a lower written quote for a comparable brochure with comparable specifications, Bright Print Works will beat that price by 10%. See our Lowest Price Guarantee for details.
Can Bright Print Works help me choose the paper stock?
Yes. Call 800.440.9131 and our team can help you choose the stock and fold for your brochure.
Further Reading
Planning a brochure order? Explore our complete guides to brochure pricing, quantities, turnaround, folds and sizes.
Lowest Price Guarantee: Why No One Beats Our Printing Prices
How Much Does Brochure Printing Cost? Complete Price Guide
Brochure Printing Prices Compared: Bright Print Works vs. the Competition
How Much Do 1,000 Tri-Fold Brochures Cost?
Bulk Brochure Printing: How Much Do 2,500, 5,000 & 10,000 Brochures Cost?
Fast Brochure Printing: How Quickly Can Brochures Be Printed & Delivered?
Choose the Paper Stock That Fits Your Brochure.
100 lb Gloss Text • 100 lb Gloss Cover • Tri-Fold • Half Fold • Z-Fold
EXCEPTIONAL QUALITY • FAST PRINTING • LOWEST PRICE GUARANTEED
Find a lower comparable written quote? We'll beat it by 10%.
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Questions about paper stock or finishing? 800.440.9131
PRICE YOUR BROCHURESBrochure Options Note: Paper stocks, coatings, folding options, pricing and production availability referenced in this guide reflect Bright Print Works brochure options as of September 4, 2026. Available specifications may change. Confirm current options and pricing when ordering.