Order business cards and you'll be asked two questions: what weight of paper, and what finish? The words can sound technical, but the choices are actually pretty simple. Here's what they mean and how to pick.
Paper weight — what "gsm" actually measures
"gsm" stands for grams per square metre. It measures how heavy the paper feels when you hold it — not how thick exactly, but close enough for practical purposes. The higher the number, the sturdier the card.
- 250–300 gsm: thin, flexible. Feels more like thick photo paper than a business card. Usable for short-term or promotional cards.
- 350 gsm: this is the everyday standard for UK business cards. Feels sturdy, holds up in a wallet, doesn't bend easily.
- 400 gsm: noticeably more premium. If you want your card to feel a touch more substantial, this is the step up.
- 450 gsm and above: seriously thick. Luxury cards, legal firms, high-end consultants. Usually paired with matte or uncoated finishes.
If you're unsure, go with 350 gsm — it's what most professional cards use.
Finish — matte, gloss or uncoated?
"Finish" is the surface coating applied after printing. Three main options:
Matte (sometimes called silk)
A smooth, non-reflective surface. Understated and professional. Colours look slightly less vivid than gloss but more sophisticated. It's the most popular business card finish in the UK — safe choice for almost any profession.
Gloss
Shiny, reflective, colours pop. Makes photos look great. Feels more commercial — think retail, restaurants, photographers, creative agencies. Fingerprints show up more easily on gloss, which some people dislike.
Uncoated
No coating. The paper itself shows through. Has a natural, tactile feel — almost like writing paper. Ink doesn't sit as sharply on it, but there's a warmth and honesty to uncoated cards that people like. Popular with architects, writers, wellness practitioners, and anyone going for a considered, minimal look.
Practical note: you can write on an uncoated card with a pen. You cannot (easily) write on gloss.
Special finishes
If you want to step it up further, there are a few extras we can arrange:
- Soft-touch lamination — a velvety matte finish that feels luxurious
- Spot UV — a glossy varnish applied only to specific parts (logo, name), creating contrast
- Foil stamping — metallic gold, silver or copper accents
- Embossing — raised texture on the card surface
These all add to the cost and lead time (typically a week rather than same day), but can make a real difference for a card you hand out a few hundred times a year.
Rough guide by profession
- Tradespeople (plumbers, electricians, decorators): 350 gsm gloss or matte. Clear contact info, bold name, bright colours.
- Lawyers, accountants, consultants: 400 gsm matte. Classic, restrained.
- Creatives (designers, photographers): 350 gsm gloss for image-led cards, or uncoated for a minimal look.
- Restaurants & hospitality: 350 gsm gloss or soft-touch — vivid colours that reinforce your brand.
- Architects, writers, wellness: uncoated 350 gsm. Feels intentional.
Design quick tips
- Keep important text at least 4 mm away from the edges (bleed and safety zone)
- Make sure your logo is sharp at actual size — not just when zoomed in on screen
- Test readability of small text at the real card size, not full-screen
- Round corners (we can cut these for you) add a modern touch
Sample before you commit
If you can't decide between matte and gloss, or 350 vs 400 gsm, come to the shop. We keep samples of each so you can feel the difference. For an order of 500+ cards, a 15-minute visit often saves you making a choice you don't love later.
Ring 07376 464869 or email quote@copyshopputney.co.uk to get a quote on your cards.
Published 15 April 2026 by the Copy Shop Putney team. Shop 395-A, Tildesley Rd, Putney Heath, London SW15 3BD.