You have the box size and the artwork. Now the order form asks one more question: matte, gloss, soft touch or foil? The finish changes how your packaging looks in photos, how it feels in a customer's hand and how premium your product seems on a shelf. This guide explains each finish we offer on custom printed boxes and gift bags, which products each one suits, and the one rule to remember if you are ordering corrugated packaging.
The quick answer
- Matte – calm, modern, no glare. A safe default for most small brands.
- Gloss – brighter colors and a shiny surface. Good for bold, colorful designs.
- Soft touch – a velvety feel that reads as premium. Popular for candles, skincare and jewelry.
- Foil (gold or silver) – a metallic accent on your logo or a detail. Pairs well with matte or soft touch.
All four are available on our 350 gsm paperboard boxes. Corrugated boxes (white E-flute) are printed with UV print only – no foil and no soft touch.
Matte finish: clean and easy to design for
A matte finish has a flat, non-reflective surface. Colors look slightly softer than on gloss, and there is no glare, so your box photographs well under ring lights and window light alike. That makes matte a practical choice for Etsy, Shopify and TikTok Shop sellers who shoot their own product photos.
Matte works with almost any design style: minimalist logos, earthy palettes, botanical illustrations and neutral colors. If you are unsure which finish to pick, matte is the lowest-risk option.
Good for: handmade soap, natural skincare, tea, spa and wellness products, and brands with a minimal look. See our custom soap boxes and custom skincare boxes.
Gloss finish: bright, bold and eye-catching
Gloss adds a shiny surface that makes saturated colors pop. Reds, blues, bright pinks and full-color illustrations look more vivid with gloss than with matte. It also gives the box a lively, cheerful feel.
The trade-off: gloss reflects light, so photos need a bit more care with lighting angles.
Good for: colorful cosmetic packaging, kids' party favor boxes, playful brands and designs with full-bleed illustrations. Try it on custom party favor boxes or custom cosmetic boxes.
Soft touch finish: the premium feel
Soft touch has a smooth, velvety texture. Customers notice it the moment they pick up the box, which is why it is a favorite for products where the unboxing matters. Dark colors such as black, navy, deep green and charcoal look especially rich in soft touch.
Good for: luxury candles, perfume, jewelry, premium skincare and gift sets. Our custom candle boxes and custom jewelry boxes are often ordered in soft touch.
Soft touch is available on paperboard boxes only. It is not available on corrugated.
Gold and silver foil: a metallic accent
Foil is a metallic layer applied to selected parts of your design – usually the logo, a border or a product name. It catches the light and instantly makes packaging look more upscale.
A few tips for foil:
- Use it as an accent. A foil logo on a matte or soft touch box looks refined. Foil on everything can look busy.
- Keep foil areas clean. Simple shapes, bold lines and logos work best. Very thin lines and tiny text are harder to read in foil.
- Match the metal to the palette. Gold suits warm colors (cream, black, blush, forest green). Silver suits cool colors (navy, gray, white, lavender).
Good for: wedding favors, holiday gift packaging, jewelry and any brand that wants a premium look on a small budget. Foil is also available on our custom paper gift bags with fabric handles.
Foil is available on paperboard boxes and paper bags. It is not available on corrugated.
Corrugated packaging: UV print only
If you are ordering gable boxes in white E-flute corrugated, the finish question is simple: corrugated is printed with UV print, and foil and soft touch are not available. Corrugated is a sturdier material, so it is a good fit when the box needs to hold heavier favors or treats. If you want foil or soft touch on a gable box, choose the 350 gsm paperboard version instead.
Not sure which material you need? Read Paperboard vs. Corrugated Boxes: What's the Difference? and browse our custom gable boxes.
Finish cheat sheet by product
| Product | Popular finish | Why |
|---|---|---|
| Candles | Soft touch + gold foil | Premium feel for a gift-worthy product |
| Handmade soap | Matte | Natural, clean look |
| Cosmetics and skincare | Matte or soft touch, foil logo | Modern and polished |
| Jewelry | Soft touch + foil | Small box, big impression |
| Party favor boxes | Gloss | Bright, fun colors |
| Wedding favors | Matte + gold or silver foil | Elegant and timeless |
| Corrugated gable boxes | UV print | The only option on corrugated |
How to choose in three questions
- What is your price point? Higher-priced products usually benefit from soft touch or a foil accent. Everyday products often look great in matte.
- How colorful is your design? Bold, saturated artwork shines in gloss. Muted or dark palettes look best in matte or soft touch.
- What material is the box? Paperboard gives you every finish. Corrugated is UV print only.
Still undecided? The PackGroove Sample Box lets you see and feel matte, gloss, soft touch and gold or silver foil before you place a full order.
Ordering custom printed boxes from PackGroove
- Orders start from just 3 pieces, so you can test a finish before ordering more.
- Production takes 1–3 business days. We print in-house.
- Free US shipping on orders from $75.
- Upload your logo, or add "Design it for me" for $29 and we will lay out the design for you.
- Custom sizes are available.
- Because every order is custom made, we don't accept returns – but if a mistake is ours, we reprint at our cost.
For more on picking the right box style and size, see Custom Candle Boxes: How to Choose the Right Size, Finish and Style.
Ready to pick your finish? Browse custom boxes, start with custom printed paperboard boxes, or order from 3 pieces today at packgroove.com.