In short: pick gloss when the photos do the selling, matte when the poster hangs under bright light or carries a lot of text, and uncoated when people need to write on it or you want a natural look. The difference isn't just how it feels. Paper changes how colors print, so it also changes how we prepare the file.
Coated or uncoated
The first split is between coated paper (it has a coating layer on the surface) and uncoated paper, which printers in Romania often just call "offset." Gloss and matte are both coated; only the finish of the top layer differs.
On coated paper the ink sits closer to the surface, so photos come out sharp and colors look full. Uncoated paper absorbs more ink, and colors come out softer and warmer. The difference is big enough that the offset printing standard ISO 12647-2 treats them as separate printing conditions: premium coated paper has its own color profile (PSO Coated v3, FOGRA51), and white uncoated paper has another (PSO Uncoated v3, FOGRA52).
The three side by side
| Gloss | Matte | Uncoated | |
|---|---|---|---|
| Colors and photos | most vivid, high contrast | good, calmer | softer, warmer |
| Light | reflects, visible shine | low reflection | no shine |
| Lots of text | tiring under bright light | easy to read | easy to read |
| Writing with a pen | hard, can smear | works, depends on the paper | very good |
| Feel | "magazine" | elegant, understated | natural, papery |
Paper makers describe it the same way. Arctic Paper, for example, describes its matte coated G-Print as having a low-reflecting surface with excellent readability, suited to uses that include posters and folders. Its uncoated Munken range is positioned on its natural look and feel.
What to use where
- Flyer with one big product or food photo: gloss. The photos pop off the page.
- Poster in a shop window or on a wall with spotlights: matte. On gloss, the light puts a white glare patch right over the headline.
- Flyer packed with information (hours, services, a map): matte. It's easier on the eyes.
- Coupon to fill in, sign-up slip, flyer where you handwrite an offer: uncoated. The pen works and nothing smears.
- A brand with a natural, handmade or eco feel: uncoated. We wrote separately about recycled paper and eco materials.
- Poster that stays outdoors: no paper survives rain unprotected. That's where lamination or a different material comes in.
What it changes in the file
Since each paper type has its own printing condition, the file gets prepared for the paper it will be printed on. Design something for gloss and print it on uncoated, and the colors come out darker and duller than you expected, especially deep tones and dark photos.
So tell your designer up front what paper you're printing on. We pick the right color profile, adjust the photos and, when color really matters (a logo, a product), ask for a proof on the actual paper before the full run.
We handle posters and flyers end to end, from design to print, at our Merch & Print studio.
Sources
- Downloads, European Color Initiative (ECI)the PSO Coated v3 (FOGRA51, premium coated paper) and PSO Uncoated v3 (FOGRA52, white uncoated paper) profiles for ISO 12647-2:2013
- G-Print, Arctic Papermatte coated paper, low-reflecting surface, readability, used for posters
- Munken, Arctic Paperuncoated paper with a natural look and feel
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