Yes — matte finish is a widely available and popular option for custom packaging, offering a smooth, non-reflective surface that’s become especially associated with modern, minimalist, and premium brand aesthetics in recent years. It’s applied as a coating over the printed packaging material, similar in concept to matte finishes on business cards.
What Matte Finish Looks and Feels Like on Packaging
A matte-finished box has a soft, non-glossy surface with reduced light reflection, giving colors a slightly muted, sophisticated appearance compared to a glossy alternative. It also tends to feel smooth and slightly soft to the touch, without the shine or slickness of a gloss coating.
Why Matte Finish Has Become Popular for Packaging
- Modern, premium aesthetic. Matte finishes have become strongly associated with contemporary, minimalist branding — common across beauty, wellness, and direct-to-consumer product packaging in particular.
- Reduced glare. A matte surface photographs more evenly under various lighting conditions, without the reflective glare that glossy surfaces can create, which matters for product photography and social media content.
- Fingerprint resistance. Similar to matte business cards, matte packaging tends to hide fingerprints and smudges better than glossy alternatives, keeping the packaging looking cleaner through handling.
- Sophisticated color rendering. While colors appear slightly more muted than on a glossy finish, many brands find this softer color rendering feels more premium and intentional, rather than overly bright or “cheap.”
Matte vs. Glossy Packaging
| Factor | Matte | Glossy |
|---|---|---|
| Visual style | Soft, understated, modern | Vibrant, bold, reflective |
| Color rendering | Slightly muted | More saturated |
| Fingerprint visibility | Better resistance | Shows smudges more |
| Common industries | Beauty, wellness, minimalist DTC brands | Food, retail, brands wanting maximum color impact |
Other Finish Options Beyond Matte and Glossy
- Soft-touch laminate — a velvety, tactile variation of matte, often considered an even more premium option
- Spot UV or spot gloss on matte — combining a matte base with glossy accents on specific design elements (like a logo), similar in concept to spot UV on business cards
- Uncoated/natural finish — particularly common with Kraft packaging, where no additional coating is applied at all, embracing the material’s natural texture
Considerations Before Choosing Matte
- Matte finishes may show scuffs slightly differently than glossy finishes during shipping and handling — worth requesting a sample if this is a concern for your specific product and shipping conditions
- Cost is generally comparable to glossy as a standard finish option, though premium variations like soft-touch laminate typically carry an additional cost
The Bottom Line
Matte finish is a well-established, widely available packaging option that has become especially popular for its modern, premium visual and tactile qualities. It’s a strong choice for brands wanting a sophisticated, understated aesthetic, while glossy remains the better choice for brands prioritizing bold, vibrant color impact.
