Matt, Gloss, or Soft-Touch? How to Choose the Right Print Finish
When you order printed materials — whether business cards, brochures, or flyers — one of the decisions you'll face is the finish. Most print shops offer at least three options: matt, gloss, and soft-touch (sometimes called velvet). The right choice depends on your brand, your content, and how the material will be used.
Gloss finish
A gloss laminate adds a shiny, reflective coating to the surface of your print. It makes colours appear more vivid and saturated, which is why it's a popular choice for promotional flyers, product catalogues, and materials where photography is the main feature.
Best for: Flyers, product brochures, event posters, and anything with large, bright images you want to pop.
Things to consider: Gloss can catch light at certain angles, making text harder to read. It also picks up fingerprints easily, which can be an issue for items handled frequently like menus or leaflets.
Matt finish
Matt lamination gives your printed piece a smooth, non-reflective surface. It tends to read as more professional and understated — which is why it's the go-to for business cards, letterheads, and corporate brochures. Text is easy to read at any angle, and the lack of shine gives it a premium feel without being flashy.
Best for: Business cards, company profiles, letterheads, brochures for professional services, and any print where readability is the priority.
Things to consider: Colours can appear slightly muted compared to gloss. If your design is highly photographic and colour intensity is important, test a sample first.
Soft-touch (velvet) finish
Soft-touch lamination is the most premium of the three options. It creates a velvety, tactile surface that feels almost suede-like when you run your finger across it. The effect is immediate — people who pick up a soft-touch business card almost always comment on how it feels. It signals quality before the person has read a single word.
Best for: Premium business cards, high-end brochures, wedding stationery, and any material where the first impression needs to feel luxurious.
Things to consider: Soft-touch costs more than matt or gloss. It's also more susceptible to scuffs and light scratches on the surface. For items that will be handled repeatedly, it's worth thinking about whether the premium feel justifies the extra cost and care needed.
Which should you choose?
A simple way to decide: if your materials are image-heavy and promotional, lean gloss. If they're professional documents or brand collateral, go matt. If you want to make a statement and your budget allows for it, soft-touch is hard to beat.
If you're not sure, ask us for a sample before committing to a full print run. Seeing and feeling the difference in person makes the decision much easier.