How to Choose the Right Finish: Matte, Glossy, or Soft Touch?

The finish of your cannabis packaging plays a crucial role in brand perception and product protection. While often overlooked in favor of colors and graphics, the tactile quality and visual appearance created by different finishes can significantly impact consumer purchasing decisions. Understanding the strengths and applications of matte, glossy, and soft touch finishes helps brands make strategic choices that align with their positioning and product requirements.

Understanding Packaging Finishes

Packaging finishes refer to the final surface treatment applied to materials. Each finish serves both functional and aesthetic purposes, affecting everything from moisture resistance to perceived value. The three primary finishes in cannabis packaging are matte, glossy, and soft touch, each with distinct characteristics and applications.

Matte Finish: Subtle Sophistication

Matte finishes feature a non-reflective surface that absorbs light rather than reflecting it. According to this analysis of shelf appeal, matte finishes have gained significant market share in premium cannabis segments.

Advantages of Matte Finishes

• Fingerprint resistance and reduced smudging
• Sophisticated, understated appearance
• Enhanced readability of text and details
• Better photography results (no glare)

Matte finishes work particularly well for brands targeting sophisticated consumers or positioning products as artisanal or craft. Many premium flower brands opt for matte finishes on their custom mylar bags for eighth quantities, creating a subtle backdrop that lets the product imagery and branding stand out.

Glossy Finish: Vibrant Visibility

Glossy finishes reflect light, creating a shiny, reflective surface. This high-shine quality makes colors appear more vibrant and saturated, offering excellent visibility from a distance.

Advantages of Glossy Finishes

• Enhanced color vibrancy and saturation
• Greater visibility on shelves
• Perceived freshness and cleanliness
• Moisture resistance

Glossy finishes excel in competitive retail environments where catching the consumer's eye is paramount. They're particularly effective for products targeting younger demographics or when vibrant graphics are a key part of the brand identity.

Soft Touch: Tactile Luxury

Soft touch finishes (sometimes called velvet or suede) add a tactile dimension to packaging with a smooth, velvety feel. This specialty coating creates a unique sensory experience that can significantly elevate perceived value.

Advantages of Soft Touch Finishes

• Premium tactile experience
• Highest perceived value among all finishes
• Fingerprint resistance
• Subtle visual depth

Soft touch finishes are particularly effective for high-end cannabis products where the unboxing experience is part of the brand promise. The tactile element creates a memorable sensory connection that extends beyond visual appeal.

Choosing Based on Product Type

Different cannabis products benefit from specific finishes based on their characteristics and target markets:

Flower Packaging

For flower products, matte finishes often complement the natural, organic positioning. However, if shelf visibility is a challenge, a combination approach with glossy spot elements can create standout appeal while maintaining sophistication.

Concentrates and Vapes

High-tech products like concentrates and vapes often pair well with glossy finishes that reinforce perceptions of scientific precision and cleanliness. For premium lines, soft touch elements can elevate the experience, particularly on outer packaging or cases.

Edibles

Edible packaging often follows food industry conventions, with glossy finishes suggesting freshness and cleanliness. However, biophilic design elements paired with matte finishes can reinforce natural ingredient messaging.

Practical Considerations Beyond Aesthetics

While visual appeal drives many finish decisions, practical factors should also influence your choice:

Environmental Conditions

Consider where and how your products will be stored and displayed. Glossy finishes typically offer better moisture resistance, while matte finishes may show less wear in high-handling environments.

Print Requirements

Different finishes interact differently with printing techniques. Detailed artwork with fine lines may render better on matte surfaces, while photos and vibrant graphics often pop more on glossy finishes.

Cost Factors

Budget considerations cannot be ignored. Standard glossy and matte finishes are typically comparable in price, while soft touch and specialty finishes command premium pricing that must be justified by the product positioning and price point.

Market Trends and Consumer Preferences

Current packaging trends show a continued preference for matte finishes in premium segments, with gradient color effects and selective glossy elements creating visual interest. The most successful brands often employ combination approaches, using contrasting finishes to create visual hierarchy and draw attention to key brand elements.

Looking forward, sustainability concerns are influencing finish selections, with brands seeking options that maintain premium aesthetics while reducing environmental impact. Innovations in water-based coatings and recyclable finishes are emerging as important considerations for forward-thinking cannabis brands.

The right finish choice ultimately depends on your specific brand positioning, target market, and product requirements. By understanding the functional and perceptual differences between matte, glossy, and soft touch finishes, you can make strategic decisions that enhance both shelf appeal and brand perception.