What is GSM and how to determine the difference in the thickness of paper? The weight of a paper stock is known as GSM. The abbreviation in the design and print industry refers to ‘Grams per Square Metre’ and identifies the measured weight of paper. The higher the weight of material, the percieved improved paper quality and feel. Equator Print Leicester and London use the highest quality paper and card substrates to ensure that our clients and customers are highly satisfied with their finished articles. If you are ensure what thickness or type of paper or card to use in your marketing or advertising campaign the Equator Print Studio will advise the best possible outcomes for your finished piece dependant upon your print requirements and budget.