When it comes to packaging design, finish selection isn’t just a final touch—it’s a powerful tool for storytelling. Whether you’re launching a limited-edition fragrance, a luxury candle line, or a wellness product, the right finish can elevate your brand’s perception and influence purchase decisions.
Let’s break down the benefits and drawbacks for matte, glossy, and metallic finishes to help guide your next packaging choice.
Matte Finishes: Understated, Modern, and Tactile
Why choose matte?
Matte finishes offer a soft, velvety texture and a non-reflective surface that feels sophisticated and grounded. Ideal for minimalist designs and brands that want to convey authenticity, calmness, or eco-conscious values.
Key Benefits:
- Reduces glare for better readability
- Adds a premium, subtle feel
- Pairs beautifully with embossing or spot gloss for contrast
Things to Consider:
Matte finishes can sometimes mute bright colors, so it’s essential to test for vibrancy retention, especially when using bold hues. Fingerprints may also be slightly more noticeable on dark matte surfaces.
Glossy Finishes: Bold, Clean, and Eye-Catching
Why choose glossy?
Glossy coatings amplify color depth and shine, making designs pop on shelves and in photos. It’s a great option when you want to attract attention quickly and convey a sense of cleanliness or high energy.
Key Benefits:
- Enhances color vibrancy and contrast
- Creates a sleek, polished look
- Offers increased scuff resistance
Things to Consider:
Glossy finishes can sometimes reflect too much light in bright retail environments, potentially affecting visibility. They also tend to feel more commercial than artisanal.
Metallic Finishes: Reflective, Luxe, and Statement-Making
Why choose metallic?
Metallic finishes bring instant drama and sophistication to packaging. Whether used across the whole surface or as an accent, metallics can signal innovation, luxury, and exclusivity.
Key Benefits:
- Creates a high-end, elevated look
- Adds dimension and visual texture
- Works well for seasonal or limited releases
Things to Consider:
Metallic finishes often require more complex production methods, which may influence cost and lead time. Not all designs translate seamlessly into metallics, so strategic use is key.
How to Choose the Right Finish
The finish should serve your product’s positioning, reflect your brand’s personality, and support your goals for shelf impact and user experience. When deciding between matte, glossy, or metallic, ask yourself:
- What emotion do I want the packaging to evoke?
- Will this be used in direct lighting or digital-heavy settings?
- How important is texture to the unboxing experience?
Pro tip: It’s not always about picking one. Many successful designs layer finishes—like matte coatings with spot gloss or foil stamping—to create a multisensory moment that builds brand memorability.
Final Thoughts
Your packaging finish is more than a detail—it’s a strategic choice. Matte speaks to elegance and authenticity. Glossy delivers pop and polish. Metallic adds shine and prestige. The right choice depends on the story you’re telling, and the audience you’re hoping to attract.
At JAFE, we understand how finish choices influence brand perception. If you’re ready to explore finish samples or want to discuss which option will best complement your next collection, we’re here to help.