Most brands overdo print finishes.

They think more foil, more gloss = more impact.

But the opposite is often true.

The more you throw at it, the less it says.

Finishes should reinforce your message—not distract from it.

Here’s how to get it right:

Start with tone, not budget.

Don’t ask “What can we afford?” Ask “What emotion are we trying to create?”

Confident? Intimate? Disruptive? That should drive the finish.

Use embellishment as emphasis, not decoration.

A soft-touch laminate with a subtle foil logo?

Stronger than full-board metallic.

It draws the eye without overwhelming it.

Be selective.

One well-placed effect beats three average ones.

A blind emboss on a headline. A gloss UV on a key image.

Not both. Not everywhere.

Understand the materials.

Some finishes don’t play well with uncoated stock.

Certain papers mute foil entirely.

The wrong pairing can waste budget—and kill impact.

Prototype and test.

Always request dummies or samples when you can.

What looks bold on screen might fall flat in hand.

Luxury isn’t about how much you do.

It’s about how well it’s done.

The best print work feels intentional—not excessive.