Do you ever pick up a card and think, “oh that’s nice!” before even looking at it? That reaction is the power of finish. The finish you choose does more than change how something looks, it changes how your brand feels, how it photographs, and how it holds up in real life. It’s the first impression of how customers view your brand before they read a single word.
Choosing a finish for a gift card, package insert, key tag, or business card can feel tricky, but it doesn’t have to be. A few simple considerations, like your brand identity, how the product will be handled, and where it will live, can make the choice clear.
Matte vs Gloss at a Glance
Matte’s Message:
- “Premium” feel
- Smooth, soft, modern look
- Minimal glare (better readability)
- Hides fingerprints better
- Easy to write on
Matte’s “Red Flags”:
- Muted Colors
- Higher Costs
Gloss’s Message:
- Shiny, high-contrast look
- Colors often appear more vibrant
- Wipes clean easily
Gloss’s “Red Flags”:
- Hard writability
- Shows fingerprints
- Glare
Which One Fits Your Brands’ Personality
If you’re torn between matte or glass, start here: what do you want your product to “say” without words? Think of your finish as a first impression; customers associate certain textures with certain price points and brand styles.
Matte communicates:
- Elevated, clean, modern
- Luxury, calm
- Minimalist confidence
Great for: beauty/wellness, salons, candles, premium services, high-end restaurants, boutiques
Gloss communicates:
- Bold, fun, energetic
- Promotional, attention-grabbing
- High-impact retail presence
Great for: sports/fitness, retail, kids’ products, entertainment
How Will Your Product be Used
Finishes can look great online, but how they perform in the real world can be totally different. Before choosing matte or gloss, think about where your product will live and how it will be handled day-to-day. Will it sit under bright retail lighting, get tossed into bags, handled by staff, or shipped across the country? Those details matter because frequent handling can reveal fingerprints, scuffs, or glare that you’d never notice in a perfectly lit product photo.
It’s also smart to consider functionality, especially if the item needs to be written on or swiped. Matte finishes are often easier for writing (examples: notes, signatures, or labeling), while glossy finishes can sometimes resist ink or cause smudging depending on the pen. And if your product includes something like a card that’s swiped (membership cards, loyalty cards, access cards, or gift cards), the finish should hold up to constant contact and friction, which is when gloss would be a solid option. Choosing a finish that matches how your product is used helps it look better… and longer with the same premium experience.
Design Match: What Looks Best
Matte tends to enhance:
- Soft and neutral colors
- Minimal designs
- Elegant linework and patterns
- “Clean” brand aesthetics
- Soft and velvety touch
Gloss tends to enhance:
- Bright, saturated colors
- Photos
- Vibrant graphics meant to stand out
- High-energy brands/promos/seasonal designs
- Sleek, glass-like finish
Final Finish
The finish of your product is what makes your brand stand out from the rest! It’s often the first detail customers feel and notice before they read the label, understand the features, and decide whether it looks ‘premium’, ’playful’, ‘clean’, or ‘bold’.
Matte and gloss both have their strengths, so the best choice comes down to what your want your product to communicate and how it will be handled in the real world. If you’re after a modern, elevated look with less glare and fewer visible fingerprints, matte is your perfect match. If you want maximum color pop, high contrast, and eye-catching shine, gloss is the way to go.
Whichever direction you choose, remember this: finish isn’t a tiny detail, it’s a design decision that shapes how customers experience your brand. When your finish aligns with your look, your message, and your audience, your product doesn’t just blend, it’s picked up.
