Introduction

Did you know that 85% of direct mail in Los Angeles gets tossed within three seconds (DMA, 2025)? That means your postcard has almost no time to make an impression. In a fast-paced, sun-soaked city like LA, paper choice can make or break your campaign.

Pick the wrong paper, and your postcard fails before it’s even read. Pick the right one, and you can stop busy Angelenos mid-step—whether they’re checking mail in Downtown apartments, Beverly Hills offices, or Westside storefronts.

When it comes to Standard Postcards in LA, the three most popular paper options are glossy, matte, and uncoated. Each has its own look, feel, cost, and performance—especially under LA’s unique conditions like bright sunlight, heavy handling, and outdoor exposure.

In this guide, we’ll break down each paper type, share real LA business examples, compare durability and costs, and help you choose the best option for your postcard goals.

Glossy Paper Basics and Benefits

Glossy postcards are designed to shine—literally. With a reflective coating, glossy paper catches light and enhances colors, making it a favorite for eye-catching promotions across Los Angeles.

Key Features

Glossy paper has a thick coating that reflects light, creating a smooth and vibrant surface. Ink sits on top of the coating, which helps maintain sharp detail and intense color saturation.

Most Standard Postcards in LA printed on glossy stock use 14-pt cardstock, striking a balance between durability and affordability. The finish makes images look crisp and professional, especially under direct sunlight.

Pros for Postcards

Glossy postcards consistently perform well for promotional campaigns. According to a PrintWeek study, glossy postcards generate up to 30% higher response rates compared to dull finishes.

They’re especially effective for:

• Food and restaurant promotions

• Event flyers

• Product launches

• Real estate listings

• Travel and entertainment offers

If your postcard relies heavily on visuals, glossy paper helps your design stand out instantly.

Real LA Example

A popular LA taco truck chain tested glossy postcards to promote a limited-time menu. Distributed near offices and nightlife areas, the postcards featured bold food photography with high contrast colors.

The result? A 25% lift in sales within three weeks, driven largely by impulse visits after customers noticed the postcards’ shine and vibrant images.

Matte Paper: Subtle and Pro Look

If glossy screams for attention, matte paper speaks with confidence. It offers a refined, modern look that’s popular among upscale and professional brands across Los Angeles.

Main Traits

Matte paper has a light coating that reduces glare, giving it a smooth, soft finish without the shine. This makes it easier on the eyes, especially in bright outdoor conditions.

Many LA businesses prefer 16-pt matte cardstock for Standard Postcards, as it feels substantial and premium in hand.

Advantages in Use

One of matte paper’s biggest advantages is readability. Text remains clear under harsh sunlight—perfect for postcards read outdoors, in cars, or on balconies.

A Pantone survey found that 40% of consumers associate matte finishes with luxury and trust, making it ideal for high-end services like wellness, finance, beauty, and real estate.

Matte also hides fingerprints and smudges better than glossy, keeping postcards looking clean even after handling.

Local Case Study

A Beverly Hills spa switched from glossy to matte postcards for VIP appointment invites. The muted finish matched their luxury branding and felt more personal.

The campaign led to an 18% increase in bookings, with customers commenting that the postcards felt “exclusive” and “high-end.”

Uncoated Paper: Raw and Eco-Friendly

Uncoated paper is the most natural-feeling option for Standard Postcards in LA. With no added coating, it has a texture similar to notebook or stationery paper.

Core Properties

Because there’s no coating, uncoated paper absorbs ink quickly, resulting in a softer, less vibrant look. Colors appear more muted, but text is easy to read.

Common weights range from 80 lb to 100 lb cardstock, which is lighter than coated options but still suitable for mailing.

Best Fits

Uncoated paper is typically about 20% cheaper than coated stocks, according to LA printer data. That makes it attractive for large mailers or budget-friendly campaigns.

It’s also perfect for:

• Handwritten notes

• Loyalty cards

• Thank-you postcards

• Eco-friendly branding

Since pens and markers write easily on uncoated paper, it’s ideal for personalization.

Example from LA

A neighborhood LA coffee shop printed uncoated loyalty postcards with space for handwritten stamps. Customers loved the personal feel.

The result was a 35% redemption rate, far higher than their previous digital loyalty program.

Head-to-Head Comparison for LA Conditions

Los Angeles isn’t an easy environment for printed materials. Sun, heat, traffic pollution, and handling all put postcards to the test.

Durability Test

Glossy performs best in outdoor or humid conditions, while uncoated is more vulnerable to moisture and fading.

Cost Breakdown (Typical LA Runs)

For a 500-piece run of Standard Postcards in LA:

• Glossy: ~$0.10 per postcard

• Matte: ~$0.08 per postcard

• Uncoated: ~$0.06 per postcard

While glossy costs more, it often delivers higher engagement. Uncoated saves money but may sacrifice visual impact.

Print Speed and Quality

According to veteran LA printer Joe Ramirez (20+ years experience):

“Glossy postcards fly off presses fastest in humid LA conditions. They dry clean and stay consistent, even in large runs.”

Matte takes slightly longer to cure, while uncoated is quickest but less forgiving with heavy ink coverage.

Actionable Tips to Choose the Right Paper

Choosing the best paper for Standard Postcards in LA isn’t about trends—it’s about matching material to your goal.

For High-Impact Visuals

Go glossy.

Bullet takeaways:

• Pair with a UV or aqueous coating for extra protection

• Use bold images and high contrast colors

• Avoid tiny text that may reflect light

Best for promotions where you want instant attention.

For a Professional Touch

Pick matte.

Action steps:

• Order paper samples from local LA printers

• Review physical proofs under natural sunlight

• Choose thicker stock for a premium feel

Ideal for luxury services and trust-based industries.

For Budget or Eco-Friendly Campaigns

Use uncoated.

Quick wins:

• Highlight recyclable or sustainable messaging

• Leave space for handwritten notes

• Use simple designs with strong typography

Great for community-focused or personalized campaigns.

Conclusion

When it comes to Standard Postcards in LA, paper choice directly impacts performance.

• Glossy grabs attention fast and boosts visual impact

• Matte builds trust and delivers a refined, professional look

• Uncoated saves money and adds a personal, eco-friendly feel

LA’s diverse audience and challenging environment mean there’s no one-size-fits-all answer. The smartest move? Test before scaling.

Start with a 250-piece trial run, track response rates, and see which paper connects best with your audience. Then scale with confidence.