Matte describes a non-glossy finish that reduces shine and reflections on printed packaging and marketing materials. It creates a smooth, soft-looking surface that can make colors feel more understated and premium compared to high-gloss finishes.
Matte finishes are commonly achieved with matte lamination, matte varnish, or matte coatings, and they are popular for luxury packaging, rigid boxes, and high-end print collateral. Matte can also be paired with spot UV or foil accents to create contrast that draws attention to key design elements.