I have never used the sidewall pressure to pump my tires to. In fact I don't even look. I base my pressures on ride feel, need to not pinch flat and grip. With smaller tires, those last two can be a balancing act. The intent of the ride will be the deciding factor. In the days when high quality tires were (nearly) all small, that could be a fine balance and one I had to keep in mind as I rode. Now, I can ride very high quality 28c tires and never have play that balancing act. (I weight 150-155 pounds.)

35s should give the OP the same margin as I get with 28s. 40s are my 32s and have lots of leeway. I'd probably start me ride with 40s at around 42psi so I didn't get hammered. I like the suggestion above for the OP at 50 psi.

I always go 5 psi more in back than in front. The old "rule" from all the experienced racers when I raced back when we still had dinosaurs. Modern theory tell us we should have far less in front since when rolling along, we have 55-60% of our weight in back. But that doesn't reflect that split second when the car taillight comes on right in front of you, you slam on your brakes and simultaneously hit the deep pothole you could not see because of that same car. Now - all your weight is on that front wheel which is slamming into the far pavement edge. Pinch flat, bent rim, maybe blown tire time. And exactly when you full control of your bike! So when I think a pressure, I automatically 2-3 psi more in back and the same less in front.

OP, note the sidewall deflection of your tires, ie "squish" when you achieve a pressure that feels good. And do the pinch (sidewalls, thumb and index (or middle) as suggested above. I actually usually pinch just below the tread, The "pinch gauge" does have some "drift" to it and is not of digital accuracy but the portability and ease of use counts for a lot! (And can be more accurate than a pump gauge!)

Ben