Similar to choosing the right-sized mail piece, deciding its thickness can be just as tricky. While researching this, you’ve most likely encountered the GSM Index or GSM Conversion chart. GSM stands for “grams per square meter” and tells marketers and consumers the relative weight of the paper they’re about to order for their direct mail campaign. Internationally, GSM is the industry’s standard unit of measurement for comparing weights of different papers.
GSM is based on the weight of a sample sheet cut into one square meter. The higher the value, the heavier the paper. For example, 263 gsm is much more dense than 52 gsm.
Although internationally GSM is the Industry standard, in the United States we use a system called Basis Weight. This measurement is expressed in terms of pounds. It’s based on the weight of 500 sheets (one ream) of the paper in its basic or parent size. Different weights and types of paper are manufactured in various sized sheets.
When looking at purchasing paper manufactured internationally, or utilizing equipment that has GSM paper specifications, it becomes important to be able to compare the two systems.. Although the process is tricky, Design Distributors has done the legwork for our customers. The differing measures can be compared using a conversion formula. We’ve developed a GSM to Basis conversion chart to help compare the differences so you can make the optimal selection.
The table values are intended to guide you when speaking with our representatives. They’re not exact specifications, as there can be variances due to other paper qualities. Contact your Design Distributors representative today to ensure you’re choosing the correct paper for your project!