Gloss maximizes color saturation and contrast — the default for photo-forward magazines, catalogs, and lookbooks.
Matte trades a little punch for reduced glare and a calmer read, which is why it shows up often on longer-form editorial and premium editions.
Uncoated feels closest to a traditional book page — the right call for text-heavy interiors, literary titles, and anything meant to feel warm rather than glossy.
When in doubt, request a sample kit. Paper choice is one of the few production decisions that's genuinely easier to make by hand than from a spec sheet.
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