Materials · June 17, 2026

Kraft vs. White SBS: Choosing Your Custom Carton Stock

Before artwork, before finish, one decision shapes how your carton reads more than any other: the board you print on. The two dominant choices are natural kraft and bright white SBS, and they send very different signals.

What each stock says

Kraft is unbleached, warm brown, and reads natural, honest, and sustainable. It’s the default for craft food, artisanal, eco, and outdoor brands — anything where a raw, minimal aesthetic supports the story. White SBS (solid bleached sulfate) is a clean, bright, coated surface built for color. If your artwork depends on saturated, accurate color — beauty, tech, bold CPG — white gives you the canvas kraft can’t.

The color trade-off

This is the part brands miss. On kraft, printed ink sits over a brown base, so colors shift warmer and darker — a bright blue goes muted, a white can’t print at all without an opaque underprint. On white, colors print true. If your brand palette is bright or includes reversed white type, white stock (or a white flood on kraft) is usually the answer.

Cost and sustainability

Kraft is generally the more economical stock and carries an inherent recycled/recyclable story that resonates with eco-minded buyers. White SBS costs a bit more and, while fully recyclable, doesn’t carry the same visual “natural” cue. Recycled white boards exist if you want brightness with a sustainability angle.

Ask for a mockup on both stocks — we’ll show you exactly how your artwork lands on each before you commit to a run.