June 15, 2018 The Print Authority

Matte vs. Glossy Brochures

Even in a technology-driven world, brochures have stood the test of time. Businesses are still using brochures as a go-to marketing tool. Why? Simply put, they are incredibly versatile, cover a lot of information in a compact size, and are cost effective. So, if you’ve decided that brochures are a marketing-must for your company, it’s time to ask the hardest question: matte vs. glossy brochures?

You see, brochures are all about design, the right blend of colors, and the paper used. Every single detail matters. This is especially true when it comes to the finish of your brochure, which brings us to our next point. Surely, matte and glossy paper have their pros and cons, but what are they?

Like most aspects of marketing, it all comes down to who your customer is and what you are offering. If you consider what they would prefer, weighing out the pros and cons in today’s article should provide you with some guidance.



    • Stand out from the competition. Glossy brochures shine. The smooth and attractive finish will seek to capture the attention of your target audience.
    • Survives wear-and-tear. When bent, marks are less prominent on a glossy brochure. This is an important consideration if you’re delivering them via mail. Glossy brochures are durable with a finish that lasts.


    • Color Quality. Printing your brochures on glossy paper is the best way to ensure a wide color range and high image resolution. If your brochure is very visual and you want your colors to “pop”, use glossy paper!



    • Poor readability. Because a glossy finish is so shiny, it can difficult to read in certain lighting. Is your brochure going to have a lot of content with small print? If so, be careful of glossy paper.
    • Lightweight. A glossy brochure is usually thinner and lighter than a matte brochure. This may present a problem if you plan on setting your brochures outside on a particularly windy day.


    • Attracts fingerprints and dust. Basically, this means that glossy brochures are for business offices and dentists, not preschools and construction companies.




    • A muted finish. The right use of colors on a matte brochure looks amazing and the subtle finish will present a more muted feel.
    • Perfect for reading. Is your brochure text heavy? If yes, you may prefer a matte finish. Matte brochures are easier to read and do not reflect light like a glossy finish would.


    • Black and white. If you plan on printing your brochure in black and white, matte is the best option. Especially if you are including several black and white images, a matte finish will add texture and depth.



    • Delicate. A matte finish isn’t as durable. The corners are more likely to peel and the cover might begin to fade.
    • Dull. Depending on the colors you choose, images may appear to be less vibrant and vivid. This could be a pro or a con, depending on what feeling to want to invoke with your brochure.


    • Perception of Quality. Matte brochures may feel similar to ordinary stock paper and might not look as high-quality as glossy paper would.


Which is Right for YOUR Business?

It all comes down to the purpose of your brochures. Are they to canvas? Choose matte, it is more cost-effective. Are you printing a visual and colorful menu? Choose glossy, it will last longer and add vibrancy to the colors. Are you wanting something subtle and muted? Go matte. Or, do you want flashy and eye-catching? Glossy all the way.

At the end of the day, when it comes to contemplating the pros and cons of matte vs. glossy brochures, you may find that your business lies somewhere in the middle. If this is the case you have two options: opt for semi-gloss (a great option between glossy and matte), or print some of each! If you will be using your brochures in multiple scenarios, it’s okay to print your brochures with different finishes to fit the occasion.

Reach out to The Print Authority so we can assist with any printing needs and settle the debate between matte vs. glossy brochures once and for all. Give us a call anytime at (615) 468-2679 or email us at CustomerService@ThePrintAuthority.com.  We’re looking forward to working with you!