Matte vs Glossy
Matte paper has a non-reflective surface that diffuses light, while glossy paper has a smooth coating that reflects light and boosts color saturation.
The finish of a print dramatically changes how it reads on a wall. Matte paper scatters incoming light and has no visible glare. It also tends to render colors slightly softer and less saturated. This is usually the right choice for illustration, portraiture, and anywhere you want the print to look like "art."
Glossy paper has a smooth, reflective coating that produces more saturated blacks and more vivid color. It also shows every fingerprint and reflects light, which can make the piece hard to view if it's across from a window.
Semi-gloss (or "luster") splits the difference: some sheen, some glare resistance. It's the default for photography but often feels overproduced on illustrative work.
Our default for AI-generated wall art is matte cotton rag, because AI images benefit from the slight softening that matte provides.
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