Matt or gloss – which finish suits your product?

Matt or gloss? This decision shapes the impact of your packaging or printed product more than many people think. The same design looks lively and brilliant with gloss, and calm and elegant with a matt surface. Here is how to find the surface that suits your product.

How are gloss and matt created?

The surface is determined by the paper and the finish. Coated papers already come in gloss, silk and matt. In addition, the finished print can be finished with varnish or film:

• Varnish: water-based or UV varnish in gloss or matt, all over or as a spot finish
• Lamination: a thin film in gloss, matt or as a velvety soft-touch version

Gloss surfaces

• Effect: colours look more vibrant, images have more contrast and depth.
• Suits: colourful designs, photos, food, toys and products that need to stand out on the shelf
• Bear in mind: gloss reflects. Under bright light this can reduce legibility.

Matt surfaces

• Effect: calm, elegant and premium. There are no reflections, and text stays easy to read.
• Suits: cosmetics, premium products, fashion, technology and brands with a reduced design
• Bear in mind: colours look somewhat more muted. Dark matt surfaces in particular are more sensitive to scuffs and scratches. A suitable protective finish helps here.

Soft-touch: the velvety option

Soft-touch is a particularly elegant form of matt surface. It feels velvety and invites people to touch it. Read more in our article Soft-touch lamination.

The best of both worlds: matt-gloss contrast

The combination is particularly effective: the packaging gets a matt base, and selected elements such as the logo, product name or image are highlighted with gloss UV varnish. The contrast is visible and tactile, and it draws the eye exactly where you want it. More in our article What is UV coating?.

Decision guide

• Is your brand loud, colourful and playful? Gloss underlines that.
• Is your brand elegant, calm and reduced? Matt or soft-touch suit it better.
• Lots of text or important information? Matt improves legibility.
• Want to emphasise individual elements? Combine a matt surface with spot gloss varnish.
• Heavy wear in transit? Make sure there is a robust protective layer, whatever the gloss level.

Best decided with a sample

Gloss and matt are hard to judge on screen. A sample shows the real effect under real light. Order our free sample pack with material and print samples. For an overview of other options, see our article Special surface finishes. You will receive a binding quote within 24 hours.

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