Which finish is better for direct mail brochures?

For direct mail, glossy usually wins. The reflective surface stands out in a stack of envelopes, and the coating shrugs off the moisture and handling a piece goes through in transit.

• Glossy: eye-catching in a mail pile, with better moisture protection
• Matte: softer look, but scuffs more easily in transit
• Satin: a middle ground worth considering for text-heavy mailers
• Rule of thumb: image-forward mailers lean gloss, copy-heavy ones can go satin