Pouches with matte vs. gloss finish: which is right for your packaging?

The finish of a pouch isn’t just about looks. It influences how your brand is perceived and how your product performs on the shelf.

Matte pouches offer a premium, elegant look—often used for coffee and high-end items. Glossy pouches attract attention with shine—great for snacks and impulse buys.

Years ago, I used gloss film for a premium coffee¹ client. The result? Customers said it looked “too cheap.” We switched to matte with spot UV², and suddenly it became a “luxury brand.”

What is the difference between matte and glossy pouches³?

This is the first question many buyers ask when choosing their pouch style.

Matte pouches have a soft, non-reflective surface. Glossy pouches are shiny and reflective, which makes colors pop.

How the film finish affects look and feel

Matte pouches absorb light, which gives them a soft and muted look. Colors appear less saturated but more refined. Glossy pouches reflect light, which enhances vibrancy and visibility.

Finish influences consumer perception⁴

Shoppers associate matte finish with luxury and simplicity. Glossy finish feels fun, bold, and mass-market. Both are effective—if matched with the right product type.

What is the difference between gloss and matte laminating pouches?

Laminating films protect the pouch and influence the final texture. But how they interact with printing also matters.

Gloss lamination enhances color brightness. Matte lamination softens the image and reduces glare, giving a smooth feel.

How lamination impacts durability and design

Glossy laminated pouches work well when you want bold branding, especially for shelf impact. Matte laminated pouches are often chosen when tactile feel and subtlety matter more.

What is the difference between matte and glossy packaging?

Packaging finish affects more than just looks—it influences brand communication.

Matte packaging signals elegance, sustainability, and craft. Glossy packaging communicates energy, fun, and freshness.

Matte vs. gloss in storytelling

A matte coffee pouch tells customers this is a thoughtful, artisan product. A glossy pet snack pouch shouts, “Pick me! I’m delicious and fun!” Both finishes send messages—just different ones.

Is matte finish or glossy better? Which suits pet food, coffee, or snack bags⁵?

Now the real question: which finish works best for your product type?

Coffee pouches use matte more often—it looks premium. Pet food and snacks benefit from gloss for visibility. Choose based on your audience and product identity.

Coffee packaging: matte makes it premium

Most specialty coffee brands use matte. It feels upscale and pairs well with gold foil or spot UV² effects.

Pet food: gloss grabs attention

For dog and cat food, bright colors and a shiny finish help attract pet owners. Gloss makes packaging look fresh and fun.

Snack bags: depends on target audience

Premium granola? Go matte. Colorful kids’ snacks? Go glossy. The finish must match the price point and audience expectation.

Dive Deeper: How to choose the right finish for your packaging?

Finish is more than a trend—it’s a tool. Here's how to choose based on brand, usage, and customer behavior.

Consider your target customer

Ask yourself: Who buys this product?

• Health-conscious adults? Matte.
• Impulse-buy teenagers? Gloss.
• Pet owners browsing aisles? Gloss.
• Coffee lovers with refined taste? Matte.

Think about your shelf placement

In retail, glossy bags can reflect light and grab eyes. Matte bags stand out with texture and depth—especially under soft lighting.

Don't forget additional effects

You can combine finishes for extra impact:

• Matte + Spot UV: Classy + attention-grabbing.
• Gloss + Foil stamping: Bold + premium.

These effects create contrast and depth, even on a small pouch.

Know your material options

Conclusion

Matte feels premium, gloss shines bright—choose what matches your product story.