Should I use gloss or matte paper for brochures?

There is no single right answer here. The best coating depends on what your brochure is meant to do and how you want it to feel in someone's hands. Gloss pushes color and contrast, while matte keeps things calm, readable, and easy on the eyes. Many brands even mix the two by printing on matte and adding spot gloss to specific images.

• Choose gloss when your brochure is image-led: product photography, food, travel, real estate, or anything where saturated color and shine sell the story.
• Choose matte when your piece is text-heavy or premium in tone: annual reports, professional services, luxury brands, or anything read under bright light where glare is a problem.
• Consider handling: gloss shows fingerprints more readily, while matte hides them and feels softer.
• Think about writing on it: matte and uncoated stocks take pen and stamp ink. Gloss usually does not.