Which finish should you choose, matte or gloss?

Matte, when the menu is read by candlelight or on the terrace and gloss throws a white reflection over the price. Gloss, when the piece is wiped often, like a bar menu, and matte marks with fingers.

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Look at the menu at the hour it is ordered, not at the printer’s counter. The miss is a hard gloss in a dark dining room and the guest tilts the menu to find the dish. The choice is written on the print order, with a sample of the paper in the venue’s light.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.