The right commercial packaging can make or break a customer’s first impression. And ultimately, your bottom line.
As brands increasingly turn to paper for sustainability and versatility, the options have never been more varied. Or more confusing.
From premium SBS to budget-friendly CCNB, sturdy kraft to protective corrugated, the best paper type for your packaging depends on your product, brand and budget.
This expert guide breaks it all down so you can make the right call with confidence.
What is a Paperboard?
Paperboard refers to thick, rigid sheets made by compressing layers of paper pulp fibers. It falls between heavy paper and corrugated board in thickness and strength.
Manufacturers produce paperboard in various thicknesses, measured in points (thousandths of an inch) or grams per square meter. Some paperboard has no coating and feels natural to the touch . Other types receive coatings that improve print quality or add protection against scuffing. Paperboard remains recyclable through standard paper recycling, though heavy coatings can complicate the process.
Paperboard and Cardboard: Clearing Up the Confusion
People often use paperboard and cardboard interchangeably. But the two terms describe different materials with distinct structures and purposes.
Paperboard refers to a single solid layer of compressed fibers. It feels thick and rigid but consists of one uniform sheet. Cereal boxes, cosmetic cartons, and pharmaceutical packaging use paperboard. The material folds cleanly along score lines and holds its shape for lightweight products.
Cardboard is a broader term that people use in different ways. In the packaging industry, what most people call cardboard is actually corrugated fiberboard. This material has a layered construction. A wavy fluted layer sits between two flat liner boards. The flutes create air pockets that absorb shock and add strength for stacking. Shipping boxes, moving boxes, and large product cartons use corrugated materials.
The difference matters because structure affects performance. Paperboard folds cleanly and prints beautifully, making it ideal for retail packaging that sits on shelves. Corrugated withstands crushing and stacking. This makes it perfect for shipping boxes that travel through distribution networks.
Here is a snapshot of the main differences.
| Paperboard | Cardboard | |
| Structure | Single solid layer | Fluted layer between two liners |
| Strength | Moderate, good for lightweight items | High, excellent for stacking and impact |
| Print Quality | Excellent for graphics and text | Good but limited by fluted surface |
| Common Uses | Retail boxes, cartons, packaging | Shipping boxes, moving boxes, large products |
Popular Paper Grades for Packaging
Several paper grades appear regularly in commercial packaging. Each has a specific composition and set of characteristics.
Clay Coated News Backboard (CCNB)
CCNB is made with recycled fibers from newspapers, mixed paper and old corrugated boxes. A clay coating goes on the surface to create a smoother printing area and hide some of the recycled content’s natural variation.
The recycled fibers make CCNB less strong than grades made from fresh wood. It holds ink reasonably well on the coated side but the uncoated side appears gray and rough. The material absorbs moisture quickly and loses strength when wet.
Where It Gets Used
CCNB appears in economy packaging where cost matters most. Cereal boxes, shoe boxes, and laundry detergent cartons often use this grade. It works for dry products that don’t need much structural support. The recycled content appeals to companies wanting to use post-consumer materials.
What to Know
CCNB costs less than most alternatives. The high recycled content helps meet sustainability goals. But the clay coating can cause problems at some recycling facilities that lack equipment to remove it. The lower strength means boxes may fail if stacked too high or exposed to humidity.
Solid Bleached Sulfate (SBS)
SBS uses virgin wood fibers processed through chemical pulping and bleaching. The result appears bright white all the way through, inside and out. Most of the world’s SBS comes from North American mills.
The uniform white surface produces excellent print results. Colors look sharp and consistent. The material has good strength and folds cleanly without cracking. It accepts coatings, foil stamping, embossing, and other decorative treatments.
Where It Gets Used
SBS shows up in premium packaging where appearance matters. Cosmetics, pharmaceuticals, frozen foods, and tobacco products frequently use SBS. The white interior makes it popular for food packaging where the inside of the box touches the product directly.
What to Know
SBS delivers superior print quality and a premium feel. But it costs more than recycled grades. The bleaching process raises environmental concerns, and using virgin fibers means trees were harvested to make it. Some manufacturers now source from certified sustainable forests to address this. SBS also has limited moisture resistance and may not suit products that need to stay cold or wet.
Folding Box Board (FBB)
FBB has multiple layers. Middle layers often contain mechanical pulp that adds stiffness without adding much weight. Outer layers use chemical pulp for a smooth printing surface and strength. This combination creates what the industry calls a multi-ply construction.
The layered structure gives FBB excellent stiffness relative to its weight. It feels rigid in the hand but weighs less than solid boards of similar thickness. The surface prints well, especially with offset printing. The material folds cleanly and holds its shape.
Where It Gets Used
FBB works across many categories. Food packaging, cosmetics, pharmaceuticals, and household goods all use this grade. It appears frequently in European and Asian markets and has gained popularity in North America for certain applications.
What to Know
FBB offers a good balance of stiffness and weight. Products feel substantial without driving up shipping costs. The multiple layers can complicate recycling because different pulp types behave differently in the repulping process. Most modern mills handle it, but it requires more energy to recycle than simpler grades. FBB typically costs less than SBS but more than recycled CCNB.
Natural Kraft and Coated Unbleached Kraft
Kraft paper starts with unbleached wood pulp, which retains the natural brown color of the fibers. The name comes from the German word for strength, and these papers live up to it. The manufacturing process preserves more of the fiber length, which creates a tougher sheet.
Uncoated kraft has a distinctive brown color and rough texture. It prints poorly because ink soaks into the fibers. But it resists tearing and handles rough handling well. Coated versions receive a clay coating that improves printability while maintaining most of the strength. Some food-grade versions get a wax or polyethylene coating for moisture resistance.
Where It Gets Used
Brown kraft appears in bags, wrapping paper, and boxes where the natural look fits the brand. Coated kraft works for food packaging, especially items that need some grease resistance like bakery goods or fast food. The material suits companies emphasizing environmental values because it uses less processing than bleached papers.
What to Know
Kraft papers recycle easily since they lack heavy bleaching and coatings (except the waxed versions). The natural brown color limits design options for brands needing bright, colorful packaging. Coated versions solve this but add cost and can reduce recyclability depending on the coating type. The strength-to-weight ratio of kraft papers exceeds most other grades, meaning less material can do the same job.
Other Paper Grades Worth Knowing
Beyond the four main grades, several other paper types appear in packaging applications.
Coated Unbleached Kraft (CUK)
CUK takes natural kraft and adds a coating, usually on one side. The coating creates a printable surface while the uncoated side retains the kraft appearance. Some versions receive polyethylene coating for moisture and grease resistance. These appear in pet food bags, fast food packaging, and other applications needing both strength and some barrier properties.
Solid Bleached Board with Barrier Coatings
Some manufacturers add special coatings to SBS that resist water, grease, or oxygen. These boards appear in specialty food packaging where the product needs protection beyond what paper alone provides. The coatings can affect recyclability, so manufacturers must balance performance with end-of-life considerations.
Machine Finished and Machine Glazed Papers
These terms describe surface treatments rather than grades. Machine finished paper has a smooth surface from passing through rollers during manufacturing. Machine glazed paper has a polished finish on one side created by contact with a heated cylinder. These appear in wrapping papers, bag liners, and some flexible packaging applications.
Molded Pulp
Molded pulp differs from paperboard because it’s formed in three-dimensional shapes rather than flat sheets. Recycled paper or virgin fibers get mixed with water and pressed into molds. The result forms protective trays, egg cartons, and shipping inserts. Molded pulp replaces foam and plastic in many applications because it provides cushioning while remaining compostable and recyclable.
Corrugated: What People Usually Mean by Cardboard
Corrugated starts with paper liner boards and a fluted medium. The medium passes through heated rollers that create the characteristic wave shape. Adhesive attaches the fluted medium to one liner board, then another liner board goes on the opposite side. The result is a rigid panel with excellent strength-to-weight ratio.
Corrugated comes in different flute sizes, each suited to different applications.
A-Flute has large flutes and provides excellent cushioning and stacking strength. It appears in heavy-duty shipping containers and displays.
B-Flute has smaller flutes and a smoother surface for printing. It works well for canned goods and retail displays where graphics matter.
C-Flute falls between A and B in size. It offers good stacking strength and cushioning. Most standard shipping boxes use C-flute.
E-Flute has very small flutes and a flat surface that prints almost like paperboard. It appears in lightweight boxes and retail packaging that needs corrugated strength with paperboard appearance.
F-Flute has even smaller flutes than E. It works for small boxes and luxury packaging where thin material matters.
Corrugated prints differently than paperboard. The fluted surface beneath the liner can create a washboard effect that makes fine details difficult. Direct printing works best for simple designs and bold text. For high-quality graphics, pre-printed liners or litho-laminated labels get applied to the assembled board.
Surface Finishes and Treatments
The paper grade provides the foundation for your packaging. Finishes determine the final look and feel, adding visual and tactile elements that customers notice and remember. Popular options like magnetic boxes often combine several of these finishes to create a premium unboxing experience.
- Matte finish creates a non-reflective surface with a soft feel that hides fingerprints and works well for subtle, understated luxury packaging.
- Gloss finish reflects light to make colors appear brighter and more saturated, attracting attention on retail shelves though fingerprints show more easily.
- Soft touch adds a velvety, peach-skin texture that customers remember, ideal for premium products though the coating can scuff more readily than standard finishes.
- Foil stamping applies metallic or colored foil to specific areas using heat and pressure, catching light and drawing attention to logos and design elements.
- Embossing and debossing raises or presses down areas of the board to create texture, adding sophistication and making packaging more memorable.
- Spot UV applies a glossy coating to specific areas while leaving the rest matte, creating contrast that highlights logos, names, or design features.
Paper Grades Comparison Table
Keep this table handy when comparing paper grades. It covers what each one does best and where they fall short.
| Grade | Best For | Advantages | Limitations |
| CCNB | Economy packaging for dry goods | Lowest cost, high recycled content, decent coated-side printing | Low strength, poor moisture resistance, clay coating complicates recycling |
| SBS | Premium retail and food packaging | Excellent print quality, bright white throughout, accepts decorative finishes, folds cleanly | Highest cost, virgin fibers, bleaching raises environmental concerns, limited moisture resistance |
| FBB | General consumer goods | Excellent stiffness-to-weight ratio, good print surface, substantial feel without heavy weight | Middle-range cost, virgin fibers, multiple layers require more energy to recycle |
| Natural Kraft | Eco-conscious brands, bags, wrapping | High strength-to-weight ratio, easy recycling, natural look, less processing | Poor print quality uncoated, brown color limits design options |
| Coated Kraft (CUK) | Food service, pet food, grease-resistant items | Better printability than natural kraft, maintains strength, good moisture and grease resistance | Coatings add cost, may reduce recyclability depending on coating type |
| SBS with Barrier Coatings | Specialty food requiring extra protection | Adds water, grease, or oxygen resistance to premium SBS surface | Coatings affect recyclability, higher cost than standard SBS |
| Machine Finished / Machine Glazed | Wrapping papers, bag liners, flexible packaging | Smooth or polished surface options, good for specific flexible applications | Not suitable for rigid boxes or structural packaging |
| Molded Pulp | Protective inserts, egg cartons, food trays | Custom three-dimensional shapes, compostable, replaces foam and plastic | Not for printed boxes, higher tooling costs for custom shapes |
| Corrugated (A-Flute) | Heavy-duty shipping, displays | Largest flutes, excellent cushioning and stacking strength | Bulky, roughest printing surface |
| Corrugated (B-Flute) | Canned goods, retail displays | Smaller flutes, smoother printing surface than A or C | Less stacking strength than larger flutes |
| Corrugated (C-Flute) | Standard shipping boxes | Balanced stacking strength and cushioning, industry standard | Moderate printing surface quality |
| Corrugated (E-Flute) | Lightweight boxes, retail packaging | Very small flutes, prints almost like paperboard, good strength for light items | Less stacking strength for heavy loads |
| Corrugated (F-Flute) | Small boxes, luxury packaging | Smallest flutes, thinnest material, excellent print surface | Limited availability, lower structural strength |
Sustainability Considerations
Paper offers environmental benefits, but the details of how it’s made and what it contains determine the real impact of this sustainable packaging material. Understanding these factors helps you make choices that align with your sustainability goals.
Recycled Content
Papers with recycled fibers use less virgin material and keep waste out of landfills, though the shorter fibers reduce strength compared to virgin grades.
Virgin Fiber
Papers made from fresh wood pulp offer maximum strength and the cleanest printing surface, with Forest Stewardship Council certification indicating responsible forestry practices.
Bleaching
The process creates white paper but can harm the environment, though elemental chlorine-free methods reduce impact and unbleached kraft avoids the issue entirely.
Recyclability
Most paperboard recycles through standard streams, though heavy coatings and plastic laminations can interfere and send materials to landfills instead.
Certifications
Labels like FSC, SFI, and recycled content marks help verify sustainability claims and ensure materials meet recognized environmental standards.
How To Match Material to Product: A Step-by-Step Guide
Selecting the right paper grade means matching material properties to what your product actually needs. Work through these steps to narrow your options.
Assess product weight
Heavy items need thicker boards or corrugated construction. A 12-point board works for lightweight cosmetics while a 24-point board suits heavier gift sets.
Evaluate moisture exposure.
Products traveling through humid environments or refrigerated storage need moisture-resistant materials. Standard paperboard loses strength when wet.
Determine printing requirements
Complex designs with fine details need smooth surfaces like SBS or coated FBB. Simple designs work well on kraft. For corrugated, E-flute or F-flute provide the smoothest printing surface.
Map the distribution path
Products shipping long distances or individually through parcel carriers need more protection than those moving on pallets directly to retail. Corrugated suits longer journeys better than paperboard.
Clarify brand position
Premium brands typically choose SBS for its bright white appearance. Eco-conscious brands often prefer kraft or recycled grades. Budget brands may select CCNB to control costs.
Consider end-of-life goals
If recyclability matters, choose papers with minimal coatings that process easily in standard municipal programs. Complicated laminations often end up in landfills.
Making the Final Selection
Choosing paper packaging involves weighing multiple factors. Packaging costs, strength, print quality, sustainability, and brand fit all matter. No single grade excels at everything.
SBS prints beautifully but costs more and uses virgin fibers. CCNB saves money and uses recycled content but lacks strength and print quality. Kraft offers strength and natural appeal but limits color options. FBB balances stiffness and weight but sits in the middle on most measures.
For shipping applications, corrugated provides protection that paperboard cannot match. E-flute offers the best printing surface while heavier flutes provide maximum stacking strength. If you’re also exploring flexible options, custom poly mailers offer a lightweight, durable alternative for e-commerce shipping.
The right choice depends on your specific priorities. A luxury cosmetic brand likely values print quality above all and chooses SBS. A budget cereal brand may prioritize cost and select CCNB. But an organic food company might want the natural look of kraft to communicate its values. For retail-ready presentation, custom retail bags can complement your paper packaging strategy and reinforce your brand at the point of sale.
This guide covers the basics, but real-world decisions often need a closer look. Plus Packaging works with you to compare materials, test options, and choose what actually works for your product.