What is GSM? A Beginner-Friendly Guide to Paper Weight

GSM (grams per square meter) measures the weight of paper per square meter. While many people confuse GSM with thickness, it’s really about density and weight. A higher GSM usually means sturdier, more durable paper, while a lower GSM feels lighter and more flexible. Understanding GSM helps you pick the right material for printing, packaging, or branding—without relying on guesswork.

What Does GSM Actually Mean?

When people ask “What is GSM?”, the answer is simple: it stands for grams per square meter. Instead of measuring how thick paper looks, GSM tells you how heavy one square meter of the sheet is. That’s why it’s more reliable than just judging thickness by eye.Once you know the GSM scale, you can compare very different products with the same unit.

For example, everyday printer paper is usually around 80 GSM, while a sturdy business card might be 300 GSM. Same measurement system, but very different results in hand feel and durability.

Why GSM Matters in Printing and Packaging

Functionality: feel and durability
GSM isn’t just a number—it affects how paper performs in real use. A higher GSM gives paper a sturdier touch and better resistance to tearing or creasing, making it suitable for shipping inserts, gift wraps, or premium packaging. Lower GSM, on the other hand, feels lighter and is easier to fold, which works well for tissue or wrapping layers.

Brand perception: what customers notice
Beyond function, GSM also shapes how people perceive your brand. Thicker, heavier paper conveys luxury and professionalism, while lighter paper feels casual and approachable. Choosing the right GSM ensures your packaging protects the product and delivers the impression you want customers to remember.

Common GSM Ranges and Their Uses

Here’s a quick GSM paper weight chart to make comparisons easier.

GSM vs Paper Thickness – What’s the Difference?

Many people think higher GSM always means thicker paper—but that’s not always true. In printing and packaging, GSM (grams per square meter) and paper thickness measure different things.

Weight vs. Thickness (Caliper): GSM measures how much one square meter of paper weighs, while thickness (caliper) measures how far apart the two surfaces are, usually in microns.
Why overlap happens: A 120 GSM sheet made with dense fibers can actually be thinner than another 120 GSM sheet made with looser pulp. That’s why two papers with the same GSM can feel very different in hand.
Finish effects: Coated papers like glossy brochures often weigh more but feel thinner, while uncoated or textured papers may feel bulkier at the same GSM.
Best practice: Don’t rely on GSM alone. When choosing paper for packaging or branding, ask for both GSM and thickness values—or better yet, request samples you can touch.

How to Choose the Right GSM for Your Project

Choosing the right GSM depends on both functionality and the impression you want to create. Here are practical guidelines:
Printed Marketing Materials (120–170 GSM)
Brochures, flyers, and posters benefit from this range. It’s sturdy enough to avoid curling, yet still flexible for mailing and bulk distribution.

Gift Packaging & Custom Paper Bags (200–300 GSM)
Strong enough to hold weight and maintain structure, this GSM range is ideal for retail bags, branded wraps, or boutique gift packaging.

Custom Tissue Printing (17–30 GSM)
Ultra-lightweight paper is perfect for wrapping delicate items, adding an unboxing experience without bulk. It conveys elegance and care.

Premium Packaging & Rigid Boxes (300+ GSM)
High GSM immediately signals luxury. This is the standard for custom rigid boxes, high-end retail packaging, and products where durability and brand impression matter.

Eco-Friendly Perspective – Does GSM Affect Sustainability?

When thinking about sustainability, GSM can cut both ways. Higher GSM paper lasts longer and offers better protection, but it also requires more raw fiber per sheet. On the flip side, lower GSM paper is lighter, which reduces shipping weight and lowers carbon emissions—an advantage for bulk distribution. The key is matching GSM to the purpose: a fragile product box may need the sturdiness of 300+ GSM, while tissue wrap does its job perfectly at 20 GSM without unnecessary waste.

Ultimately, the eco impact isn’t just about GSM—it’s about the material itself. Choosing recycled, FSC-certified, or compostable paper often has a bigger effect on sustainability than the GSM number alone. Whether you’re using lightweight or heavyweight stock, opting for responsibly sourced paper keeps resources in circulation and minimizes your footprint.

FAQs – Quick Answers About GSM

Is higher GSM always better?
Not necessarily. Higher GSM means thicker and sturdier paper, but it’s not ideal for every use. For example, tissue wrapping works best at lower GSM.

Can two papers with the same GSM feel different?
Yes. GSM measures weight, not thickness or texture. Different fibers and coatings affect how paper feels in hand.

How do printers measure GSM?
They cut a one-square-meter sample, weigh it in grams, and that number is the GSM. It’s a universal standard in printing and packaging.

What GSM is best for custom tissue paper?
Typically 17–30 GSM. It’s thin, lightweight, and ideal for wrapping without adding bulk.

What GSM should I use for luxury packaging?
Usually 300+ GSM for rigid boxes or premium bags.

Final Thoughts on Choosing GSM

GSM defines paper weight and shapes how paper feels, lasts, and protects. Light GSM suits tissues, medium works for flyers and bags, and heavy stock is best for premium boxes. The right choice comes down to function, cost, and sustainability.