The packaging notebook

Matte vs Gloss Packaging

Finish changes how a pack catches light and feels in the hand.

Compare the effect

Gloss reflects more light and can make colors appear more vivid. Matte gives a softer reflection. Actual results depend on the paper and process.

Compare fingerprints, scuffing and rubbing on samples. A finish that works on a display carton may behave differently in transit.

Ask whether the finish is a coating or a film and how it affects the intended recycling route.