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In the United States, the weight in paper is generally specified in pounds per 500 sheet ream of uncut C size paper. Standard copy paper is 20# paper. This is mostly used in copiers and fax machineswhere printing needs require a minimal quality paper. For brochure printing, an 80# paper is the minimum and a 100# paper will give a more "high-end" feel. For business cards, you will want at least a 100# and preferably a 120# paper. For stationary and envelopes, a 70# paper is quite commonly used.
Besides, the paper weight, the finish will also have affect the impact. The most basic option is whether you want matte or glossy finish. Matte is preferable for pages with heavy text since it provides an excellent opaque base to read from that will be easy on the eyes. A gloss finish will make vibrant photographs jump off the page.
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