Whilst functionality, size, thickness, dividers and padding are all vital considerations when designing your custom cardboard boxes, one of the first considerations will be how it looks to the consumer on first appearance.

This means that everything, from the main colour scheme, the graphics on each side of the box, the logo and text design and even the reflective finish, will all subconsciously create a certain impression on an audience.

Every element of packaging design, therefore, matters considerably, and the best way to get the ideal results that your customers will love is to work with experts in custom box design.

There are a lot of options when it comes to finishes, but much like paint, they often operate on a spectrum between matte and gloss.

Which is the best for your boxes? It depends on what they are being used for, and how you want a particular product to announce its presence.

What Is A Matte Finish?

A matte finish in the context of packaging is any box which has a low level of reflectivity and sheen on it, which often creates a muted finish. They also typically feel rougher or more velvety to the touch.

By default, cardboard’s brown painted and undyed finish is matte, and a matte finish is often associated with restraint, utility and durability.

What Is A Gloss Finish?

By contrast, a gloss finish is any shiny or reflective treatment added to a box, either using glossy paints, reflective materials, UV curing or a combination of all of the above.

Gloss finishes tend to glimmer, allow for greater colour vibrancy, tend to be more moisture-resistant, and are silky to the touch.

Why Does The Difference Between Matte And Gloss Finish Matter?

The difference between a matte and a gloss finish is like the difference between a newspaper and a magazine; one is typically associated with everyday dependability whilst the other is connected with luxury.

On a store shelf, in product photography, and when a product arrives on a customer’s doorstep, the difference between matte and gloss matters considerably, especially since most products are shipped in matte boxes for cost and durability reasons before revealing a glossy product underneath.

There is also a cost and environmental impact association with the two types of finishes; matte packaging is typically more affordable and considered to be more environmentally friendly because it relies on far less ink.

Why Is A Matte Finish Typically Used On A Box?

A matte finish is typically used for either utilitarian reasons or when a brand wants to create a brand that evokes utilitarian or environmental values.

A good example of the latter is the brand House of Marley; as part of its earth-friendly branding and a commitment to using recycled and recyclable materials, the audio products manufacturer also extensively uses matte finishes on recycled cardboard.

This contrasts significantly with other headphone manufacturers such as JVC or Moondrop, which rely on glossy packaging, shiny boxes and a lot of plastic. This, rather ironically, makes them stand out on a shelf in a consumer electronics or music shop.

Matte finishes for utilitarian purposes typically appear on lower-cost, better value products or where the visual appeal does not necessarily appear on the box itself.

Why Is A Gloss Finish Typically Used On A Box?

In general, a glossy finish is primarily used for product boxes, as it allows for much brighter colours, sharper designs and higher quality product photographs than an equivalent matte finish would.

This is important if your box does not have a window and thus the only way that you can truly ascertain what is in the box is through representative imagery.

They are also used for practical purposes; glossy finishes tend to also be relatively moisture-resistant, which means that they survive longer in kitchens and bathrooms.

Cereal boxes are an interesting example of both, as glossy packaging is used in the overwhelming variety of brands to the point that a matte box is considered the exception rather than the rule.

There are two main reasons for this: bright packaging is particularly appealing and can help you stand out in an aisle where every single product is in the same type of box of the same dimensions and same general feel.

At the same time, the moisture resistance is helpful to protect your cereal from splashes and humidity typical in a kitchen.

Which Finish Is Best For Your Boxes?

Ultimately, both finishes have their purposes, but the best choice for you will depend significantly on your product, brand identity and how you want to present your product.