How do I decide between matte and glossy for my brand?

Start with your content, then layer in your brand personality and how the piece gets used. Those three things point you to the right finish more reliably than personal preference alone.

• Content: photo-heavy designs favor glossy, text-heavy designs favor matte.
• Brand personality: matte and soft-touch read as premium and understated, gloss reads as vivid and energetic.
• Use case: matte handles handling and writing better, gloss shows fingerprints more.
• Consistency: pick one finish direction and use it across your printed materials.

When you are torn, order a small run or a proof so you can feel both options before committing to the full print.