Here are some key paper stock and finish terms to use based on your desired outcome for your print campaign: 

Coated Stock 
The paper’s exterior has been coated to achieve a glossy, matte, or silky texture. A level of shine is created on the surface of the paper that makes color brighter and more eye-catching! The coated stock creates a less porous surface, allowing the ink to stay on top of the paper. This is what causes the smoother, brighter finish.  

• • Gloss Coated: This coating features a high shine that brightens the colored images and graphics in your design. 
  • Dull Coated: This coating’s features are somewhat in between what glossy and matte coatings offer. It features a smooth appearance with a slight shine.  
  • Matte Coated: Neither lustrous nor glossy, the matte coating is the better selection for designs featuring lots of text. Because it doesn’t shine, it’s great for print pieces that are designed to be read. 

Cover Stock 

When choosing a stock for your cover, you’ll want to go for something thicker than standard paper. Cover stock is much more resistant to wear and tear than regular paper or “text stock” because of its thickness. This stock is best to use as the cover of a perfect-bound magazine, company handbooks, or postcards. 

House Stock 

If you’re working with a commercial print provider, this is a term you will be hearing quite often. “House” refers to your printer’s favored stock that is kept in-house at the printer’s production facility. This stock is common among print marketing stock selections which is why it’s ordered in bulk and kept in inventory.  

Text Stock 

I’m sure you can guess what this stock is used for. This is significantly thinner and lighter than, say, cover stock. It’s best used as a stock selection for a magazine’s or book’s inside pages, flyers, or company letters. Note: You’re also able to add just about any finish you prefer onto this stock.  

Uncoated Stock 

No coating has been added to this paper stock before printing. Because of this, this stock has a dull appearance and a rough texture. There is no glare on the surface because there is no coating. The lack of coating makes this stock perfect for print marketing campaigns that feature a lot of text or reading. 

Finishes 

• • Soft Touch: This type of coating creates a finish that gives the paper a velvety, soft texture.  

• • Varnish: This is a clear ink that coats the entire print piece – adding shine and vibrancy, especially to photographs and images.  
    • It comes in three different finishes: gloss, satin, and matte.  
    • The coated layer of the gloss varnish is able to reflect light which makes featured images entirely more vibrant.  
    • Matte varnishing serves to soften the print piece with its smooth, dull finish.  
    • The satin varnish is similar to matte because it has a smooth finish. However, it is still able to add depth to your print piece’s featured images.  
    • Varnish is great for magazine covers, flyers, and brochures. 

• • Aqueous: This is a transparent, water-based coating that dries quickly. Its purpose is to protect printed pieces.  
    • The water-based feature makes it the most eco-friendly coating. 
    • Aqueous finishes include gloss, satin, matte, dull and soft touch. 

• • UV: This is a clear, shiny coating applied to the stock that offers an elegant, luxurious feel for your print piece. 
    • Spot UV: This coating is the same clear, shiny coating as UV, but it is applied only to select areas of your print piece.  
    • Other UV options include gloss, matte, dull, textured and glitter.  

The next and most important part of the paper stock selection process is also understanding paper weight. Paper weight will determine the thickness of the paper that will be used for your design.