Picking the right paper stock usually starts by thinking about how the final piece is going to be used. Some stocks work better for certain applications than others. Business cards are a good example, using a thick durable stock ensures that they will hold up to the abuse of floating around in your pocket. Letterhead, on the other hand, requires a thinner stock as it needs to be able to feed through a laser printer and then be folded to fit into a #10 envelope. The primary features that you need to know when choosing paper for a print project is weight, texture, finish, and sheen. Weight corresponds to thickness and stiffness. The heavier the weight, the stiffer the paper feels. Texture refers to the feel of the stock. Some stocks have a toothy or textured feel like a linen stock, others have a nice smooth feel. Lastly is the finish which impacts the sheen. Here stocks are broken into two categories: uncoated and coated. Uncoated paper is a stock that has no coating applied to it and is non-reflective. Coated stocks are the opposite, they are stocks that have had a coating applied to them. These coatings can range from a dull/matte finish to a high gloss finish. The glossier the coating the more reflective it is and the more vibrant print colors will look. Both uncoated and coated have their pluses and minuses. Coated stocks add an extra layer of protection from dirt and smudging, but are difficult to write on.