Brand Colour Matching Guide for Better Print
Use this brand colour matching guide to prepare print-ready artwork, choose materials wisely and keep every branded item consistent from card to signage.
A beautifully printed brochure can lose its impact the moment fingerprints cloud the cover or bright lighting makes the text hard to read. That is why matte vs gloss lamination is more than a final production choice. It affects how your brand feels in the hand, how well the piece performs in use and what customers notice first.
Lamination applies a thin protective film over printed paper or card. It adds durability, improves resistance to scuffs and moisture, and gives colours and surfaces a deliberate finish. The right option depends on the item, its environment and the impression your business wants to make.
Gloss lamination has a smooth, reflective surface. It makes colours appear richer and more saturated, helping photographs, bold graphics and high-contrast designs stand out. Under retail lighting or at an exhibition, gloss catches the eye quickly. It is a natural fit for vibrant food photography, children’s products, promotional flyers and high-energy campaign materials.
Matte lamination has little to no shine. Its soft, understated surface gives print a refined, contemporary appearance and makes text easier to read under bright lights. Dark backgrounds, minimal layouts and premium brand palettes often look especially polished with matte finishing. It is popular for corporate folders, elegant invitations, presentation covers and luxury-style packaging.
Neither is automatically the better finish. Gloss is designed to create impact; matte is designed to create restraint. A playful retail campaign may need shine and colour intensity, while a professional services brochure may benefit from a calmer, more considered finish.
Lamination is practical as well as visual. It helps protect printed pieces that are handled frequently, carried between meetings or displayed in demanding settings. Yet matte and gloss respond differently to everyday contact.
Gloss lamination is generally easy to wipe clean, making it useful for menus, table talkers, product labels and point-of-sale materials. Its surface is good at resisting moisture and marks, although fingerprints can be visible on darker areas. Strong reflections can also make it less comfortable to read when lighting is direct.
Matte lamination is far less reflective, so it works well for text-heavy covers, catalogues and materials used under office, event or retail lighting. It can also be written on more easily than gloss with certain pens, although this should always be tested if customers or staff need to add notes. Standard matte finishes may show oil marks or scuffs more readily on solid dark colours, particularly on frequently handled items.
For items that will be picked up repeatedly, ask about anti-scuff matte lamination. This premium option is particularly valuable for black, navy or deep-coloured business cards, folders and packaging. It retains the sophisticated matte look while offering stronger protection against handling marks.
The purpose of the printed piece should guide the finish, rather than a trend or personal preference alone.
Matte lamination is often the preferred choice for business cards because it feels modern, premium and easy to read. It also creates an excellent base for finishing details such as foil, embossing and Spot UV. A matte card with raised gloss elements, for example, gives a logo striking contrast without making the whole card overly shiny.
Gloss business cards can be highly effective for creative industries, property marketing, beauty brands or businesses with colourful imagery. They offer an immediate visual lift, especially where photography is central to the design.
A matte-laminated cover gives a catalogue or company profile a professional, tactile presence. It suits corporate reports, portfolios and product ranges where readers need to focus on information as much as imagery.
Gloss works well for brochure covers that need to sell a visual experience at first glance. Think travel offers, food launches, retail promotions and beauty campaigns. For longer catalogues, many brands choose a laminated cover with uncoated or silk inner pages to balance protection, quality and budget.
Packaging must compete for attention while reinforcing the value of the product inside. Gloss lamination can make colourful snack packs, promotional boxes and graphic-led retail packaging appear lively and energetic. It supports bold product photography and bright brand colours particularly well.
Matte packaging can signal craft, quality or exclusivity. It is a strong match for cosmetics, premium food products, candles, corporate gift boxes and minimalist consumer brands. Add foil stamping or selective Spot UV to create a captivating contrast that customers can see and feel.
For café and restaurant menus, gloss is easy to clean and brings food images to life. If a menu is mainly typography, however, matte may offer better legibility under overhead lights. The same thinking applies to event collateral: use gloss for high-impact promotional panels and photo-led display graphics, but consider matte for registration materials, directional signs and presentation folders that must remain easy to read throughout the day.
The same artwork can look noticeably different after lamination. Gloss deepens colour and boosts contrast, while matte can soften the overall appearance slightly. This does not mean matte makes a design dull. It means the artwork should be prepared with the intended finish in mind.
If your identity relies on vivid reds, rich blues, glossy product photography or expressive gradients, gloss may support that visual direction. If your brand uses muted tones, generous white space, fine typography or a restrained palette, matte can make those choices feel intentional rather than flat.
Lighting is equally important. A glossy window display may look brilliant in a controlled retail setting but create glare beside a sunlit entrance. A matte poster may be more readable from multiple angles, though it will not have the same high-shine visual punch. Consider where people will see the item, not just how it looks on screen.
Both finishes add value by extending the life of your printed materials, especially for pieces that are handled or exposed to light moisture. Pricing varies according to size, quantity, stock, one-sided or double-sided lamination, and whether a specialist film is needed. For most standard commercial projects, the difference between regular matte and gloss is less significant than the wider specification.
The key is to avoid spending on a finish that does not serve the application. A glossy finish on a text-led training manual may be less useful than a durable matte cover. Conversely, choosing matte for a bright promotional postcard may reduce the immediate shelf appeal that the campaign needs.
Lamination is usually applied after printing and before finishing processes such as die cutting, creasing or binding. If you are planning foil, embossing, hot stamping or Spot UV, mention this early. Some combinations are especially effective, while others require the right sequence, artwork setup and material testing to achieve a clean result.
Before approving your print specification, consider four practical questions:
These answers usually make the choice clearer. For example, a brightly photographed takeaway menu may favour gloss for cleanability and colour impact, while a property developer’s presentation folder may favour anti-scuff matte for a confident, high-value feel.
Lamination should not be an afterthought added at checkout. It is part of the physical experience of your brand, alongside paper weight, print quality, shape and special finishing. The moment someone receives your business card, opens your catalogue or picks up a product box, the surface helps tell them what to expect from your business.
At 2B Printing, a one-stop approach makes it easier to align that experience across everyday stationery, campaign materials, packaging and event assets. Share how the item will be used, the look you are aiming for and any existing brand materials. With the right finish selected from the start, your print can work harder, last longer and make the kind of lasting impression your brand deserves.
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