From Matte to Glossy: The Magic of Packaging Coatings
Custom packaging isn’t just about structure and print, but it’s about feel. It's about those subtle finishes that make someone stop and go, “Ooh, what is this?”
Coatings and varnishes are the unsung heroes of that reaction. They protect, enhance, and elevate packaging from “meh” to memorable. Whether you want slick gloss, soft matte, or a velvety touch (yes, we’re still talking about boxes), there’s a coating for that.
Let’s break down the most popular types and how they work their magic.
Aqueous Coating: The Go-To Glow-Up
What it is:
Aqueous coating is a water-based protective finish that gets applied over your printed packaging. It’s one of the most common coatings in the industry and for good reason. Available in gloss, satin, or matte finishes, it provides a fast-drying, eco-friendlier layer of protection that helps preserve print integrity while subtly enhancing visuals.
How it works:
After your design is printed, the aqueous coating is applied like a thin layer of varnish and then dried quickly using warm air or infrared heat. Because it’s water-based, it doesn’t emit harsh chemicals and is recyclable in most curbside programs, and it bonds well with paper and cardstock.
It also comes in different finishes. The glossy finish is great for creating a vibrant, shiny look. The satin finish is a perfect in-between that still leaves a sophisticated touch. And a matte finish leaves a smooth and understated vibe while still looking clean.
Why brands love it:
Cost-effective and quick to apply
Adds subtle elegance without flashiness
Provides smudge and abrasion resistance
Where it is commonly seen:
Retail boxes, food packaging (yes, it’s safe for indirect food contact), brochures, and beauty cartons.
Soft-Touch Coating: Packaging That Feels Like a Hug
What it is:
Soft-touch coating is a matte, rubberized finish that makes your packaging feel like peach skin, suede, or satin. It’s not just a look, it’s an experience. This coating transforms a standard carton into something that feels high-end and intimate.
How it works:
Applied as a post-print layer, the soft-touch coating chemically bonds to the printed surface and dries into a smooth, tactile film. It reduces glare, mutes bright colors slightly, and adds depth by inviting the customers to use their sense of touch.
Why it’s irresistible:
Implies luxury before the product is even opened
Differentiates your brand through touch
Can be combined with foil or spot UV for added contrast
Bonus points:
It reduces glare while adding elegance. And people will want to keep touching your box. That’s brand stickiness, literally.
UV Coating: The Look-at-Me Finish
What it is:
UV (ultraviolet) coating is a liquid finish that delivers an intense, eye-catching shine when cured with UV light. It’s the packaging equivalent of a fresh coat of lip gloss: dramatic, slick, and totally attention-grabbing.
How it works:
Once applied, the liquid coating is exposed to ultraviolet light. The light cures (hardens) the coating instantly, creating a rigid, glass-like surface that reflects light and deepens colors. Because it dries so quickly, it allows for quick production without sacrificing quality.
Why people love it:
· Maximizes color vibrancy and saturation
· Makes packaging more durable and scratch-resistant
· Ideal for luxury or tech-focused aesthetics
Perfect for:
Premium retail boxes, cosmetics, tech products… basically anything that wants to pop on the shelf.
Pro tip:
Go full gloss or combine with a matte background (see Combo Coating below) for dramatic contrast.
Spot UV: Shiny Where It Counts
What it is:
Spot UV is a selective gloss treatment that targets specific areas of your packaging, like your logo, product name, or a unique pattern, adding contrast and visual hierarchy. Think of it as a spotlight on your box’s best features.
How it works:
A UV coating is applied only to chosen areas (often over a matte background), and then cured with UV light. This allows for crisp, glossy accents that stand out against a muted base.
Why it’s a design favorite:
Creates dramatic contrast
Emphasizes focal points like text, logos, or product images
Adds tactile interest without overpowering the design
Commonly seen on:
Premium CBD packaging, luxury stationery, fashion lookbooks, product launch kits, and artisanal food boxes.
Imagine this:
A matte black box with a high-gloss logo that catches the light just right. It says “premium” without screaming.
Combo Coating: The Yin-Yang of Packaging
What it is:
Combo coating refers to the deliberate use of both matte and gloss coatings within the same design to create contrast, texture, and layers. It's the packaging version of high-fashion color blocking: bold, confident, and perfectly balanced.
How it works:
First, a full-coverage matte or satin base is applied. Then, gloss UV is selectively layered on top in key areas, whether it’s a pattern, logo, or hidden message. The interaction between dull and shiny draws the eye and engages the hand.
Why it's a crowd-pleaser:
Makes minimalist designs feel multidimensional
Highlights product details or storytelling elements
Provides a premium look without full gloss
Commonly seen on:
Boutique fashion labels, upscale food brands, limited-edition merch boxes, and sustainable lifestyle products.
Why it’s fun:
It’s the design equivalent of whispering and shouting at the same time.
Want More Coating Options? We’ve Got Layers
While those are the most popular, there are other niche coatings worth knowing:
Varnish Coating: A clear, ink-like finish that offers basic protection and sheen, cheaper than UV, but less dramatic.
Anti-scuff Coating: Helps prevent surface damage during shipping or shelf life. Great for darker packaging that shows wear easily.
Blister Coating: Designed for plastic blister sealing, common in hardware, electronics, and pharmaceutical packaging.
Pearlescent or Iridescent Coatings: Shimmering finishes that shift color in the light, perfect for cosmetics or fantasy-inspired branding.
Mixing Art with Function
Packaging coatings aren't just about flair, they’re about functionality, strategy, and the sensory connection between brand and buyer.
Here’s what a great finish brings to the table:
Protection
Shields against fingerprints, dirt, and scratches
Extends shelf life and maintains that “fresh off the press” look
Reduces wear from shipping, stocking, and handling
Targeted Engagement
Guides customers' eyes to where you want them to look (your brand name, the flavor, the limited-edition seal)
Makes your packaging not just seen, but felt
Invites interaction, boosting memorability and brand retention
Practical Sustainability
Water-based and recyclable coatings (like aqueous) offer eco-friendly finishes
The right finish can reduce the need for laminates, foils, or excessive materials
Brand Differentiation
Creates a tactile signature that people recognize and associate with quality
Helps your product pop in a crowded market (and on social media unboxings)
Coatings are the quiet luxury of the packaging world. You don’t always see them, but when they’re done right, you feel them and that makes all the difference.
Final Gloss (Pun Very Much Intended)
The next time you’re thinking about your packaging, don’t stop at color and shape. Think shine. Think touch. Think about how a simple coating can elevate the entire unboxing experience.
Because when your packaging feels this good… your brand does too.
Need Help Choosing the Right Finish?
Not sure if you should go full gloss, velvety matte, or somewhere in between? Let’s talk! We can help you match the perfect coating to your brand’s personality, budget, and customer experience goals.
After all, the final touch is what turns your packaging from “just a box” into something customers can’t wait to open.
