Paper weights and finishes

Cardstock weight basics

Listing brochures should be printed on 100-120lb cover stock. 100lb is the practical floor for a brochure that doesn't feel cheap when handed to a buyer. 120lb is luxury and what most Collection-grade work calls for. Anything under 100lb feels like a flyer.

Coated vs uncoated

• —Coated (gloss, matte, satin) — sharper photos, brighter colors, but feels produced. Best for properties where photography is the hero (Modernist, Bold).
• —Uncoated — softer, tactile, premium feel. Better for properties where the buyer is being courted on heritage and craft (Heritage, Considered).

Finishes that elevate

• —Soft-touch laminate — adds a velvet feel for $40-80 more per run. Worth it on Bold and any dark-background style.
• —Spot UV — glossy varnish on specific elements (logo, photo) creates contrast against matte areas. High-end touch for $60-120 more.
• —Deckle edge — torn-feeling edges. Distinctive for Heritage and Considered. Adds ~10% to cost but transforms the perceived value.

Per-style recommendation

• —Modernist: 100lb cover, matte coated. Optional soft-touch laminate.
• —Heritage: 120lb cover, uncoated felt or laid finish. Optional deckle edge.
• —Considered: 100lb cover, natural unbleached or oat-toned uncoated. No coatings, no foils.
• —Bold: 100lb cover, matte coated with spot UV on the property photo. Soft-touch laminate optional.
• —Coastal: 100lb cover, light textured uncoated.