Gloss vs. Matte Paper: Which Finish is Right for Your Project?

When it comes to print materials, paper finish plays a huge role in how your piece is perceived — and how well it performs. Two of the most popular options are gloss and matte paper. But what’s the difference, and when should you use one over the other?

Let’s break down the benefits of each to help you make the best choice for your next printed piece.

How Paper Finishes Are Made

Paper mills manufacture a wide assortment of paper stocks. Some varieties are left uncoated, allowing the paper to retain its natural rough texture, which comes from the cellulose fibers derived from wood. This gives uncoated paper a more organic, tactile feel.

Other papers receive a coating at the mill — a process that fills in some of that natural roughness. The more coating that’s applied, the smoother and more reflective the paper becomes. This process is what gives us the distinctive matte and gloss finishes commonly used in professional printing.

Matte paper and Gloss paper are both coated stocks. The difference between the two lies in the amount of coating the paper has received at the mill. Paper that exhibits a Matte finish has received considerably less coating than paper that has a Gloss finish.

Gloss Paper: Bold, Vibrant, and Eye-Catching

Gloss paper has a shiny, reflective finish that enhances color and sharpness. It’s coated to reflect light, which makes colors appear more vivid and details pop off the page. When your piece is visual and you want it to stand out, gloss is a smart choice. It draws attention and gives a premium, polished feel.

High color vibrancy – Great for photos, bold graphics, and product images
Because a Gloss paper stock receives a heavier coating application than a Matte stock, less ink is able to seep into the paper fibers during the printing process. Since the ink spreads less, the colors remain more saturated. As a result, the colors exhibit more vibrancy. Also, text and other fine details appear sharp and clear.
Smooth and shiny surface – Looks polished and professional
Ideal for marketing pieces – Think brochures, catalogs, postcards, and flyers
Durable finish – Resists dirt and moisture better than uncoated papers

Matte Paper: Elegant, Understated, and Easy to Read

Matte paper has a non-reflective, smooth finish that feels soft to the touch. It diffuses light instead of reflecting it, giving your print a more subtle and refined look. When clarity, elegance, or a tactile experience matters more than shine, matte is your go-to. Paper treated with a matte coating maintains a slight texture that adds a softer, premium feel to printed pieces. The texture of Matte coated paper also adds a slight grip to printed pieces and helps to minimize visible fingerprints. These traits are particularly beneficial for printed pieces that will be subject to frequent handling.

No glare – Easier to read, even under bright light
Certain print materials are used in bright environments, such as field guides on a sunny day or workbooks in a well-lit classroom. Needless to say, glare from strong light sources can make text difficult to read. Fortunately, a matte coating reduces distracting glare and allows printed content to be read easily from all angles.
Elegant and modern look – Adds sophistication to designs
Some printed pieces need to exhibit a softer and more elegant look. Matte paper gives projects, such as books or brochures, an air of professionalism and sophistication.
Better for writing on – Great for forms, notes, or areas that need to be filled in
Another nice feature of matte paper is that it can accept handwriting in pen or pencil without smudging. This feature is especially useful for documents that need to allow for handwritten notes or annotations, such as calendars or study guides. Being writable is a clear advantage over gloss paper as attempts to write on a gloss-coated stock will usually result in an incomplete transfer of the writing medium or an unsightly smear.
Professional feel – Especially for reports, invitations, menus, or premium brochures

So Which Should You Choose?

Use Case	Recommended Finish
Product catalog	Gloss
Luxury brand brochure	Matte
Business cards	Either (Gloss for pop, Matte for texture)
Photography postcard	Gloss
Event invitation	Matte
Form or handout	Matte

In addition to the Matte and Gloss coatings that are added during the paper manufacturing process, there are also Matte and Gloss coatings that can be applied after the printing press has laid the ink down. These coatings provide an additional layer to amplify the Matte or Gloss effect.

Applied as a topcoat, these coatings include varnishes, aqueous coatings, UV coatings, and laminates.

At Executive Printing, we work with you to choose the perfect paper and finish for your project — balancing design, durability, and feel. Whether you’re printing marketing materials, packaging, or something totally custom, we’ll make sure it looks and feels just right.

Let’s bring your vision to life — on paper that makes it shine. Or feel just right.

Contact us today — to talk paper options!