Compare Matte vs Glossy Packaging Finish: Honest Review

Compare matte vs glossy packaging finish, and you’ll find one of the quickest ways to change how a carton, mailer, or rigid box is perceived without touching a single line of artwork. I’ve seen a $0.38 custom printed box look like a $3.80 box simply because the finish matched the brand story, and I’ve also watched a beautiful design lose its impact under the wrong coating. That’s not theory. That’s what happens on a press line in Shenzhen or Dongguan when light hits the board at 700 lux and every surface decision suddenly matters.

Honestly, most buyers compare matte vs glossy packaging finish like they’re choosing paint colors. They’re not. They’re choosing how light behaves, how fingerprints show, how color reads on shelf, and how the customer feels during unboxing. Different problem. Different consequences. Same budget. And yes, I’ve sat through enough supplier meetings in Guangzhou and Ningbo to know that half the room will still say “can we just make it look premium?” as if that phrase pays the freight bill on a 5,000-piece order.

In my experience, matte reads soft, premium, and understated. Glossy reads bright, vivid, and attention-grabbing. That’s the simplest version, but it’s only the starting point. The better choice depends on handling, retail lighting, shipping abuse, substrate, and whether the package is sitting on a boutique shelf in Los Angeles or arriving in a mailer after a rough parcel route through Chicago. I’ve visited facilities where a glossy film helped a bold cosmetic line jump off the shelf, and I’ve also stood beside a fulfillment table where matte saved a subscription box from looking greasy after 200 handoffs. If you’ve ever opened a carton with oily fingerprints all over it, you know exactly why that matters.

So yes, compare matte vs glossy packaging finish carefully. The difference is real, measurable, and expensive when you get it wrong. Below, I’m breaking down what I’ve seen in factory testing, client meetings, and supplier negotiations so you can pick the finish that fits your product packaging, not just your mood board. And if your budget is tight, even a $0.04 per unit finish decision can swing a 10,000-piece run by $400 before freight.

Quick answer: compare matte vs glossy packaging finish

If you only need the short version, compare matte vs glossy packaging finish like this: matte is the calmer, more tactile choice; glossy is the louder, brighter choice. Matte diffuses light and softens contrast. Glossy reflects light and pushes saturation, so reds feel redder, blues feel deeper, and black can look almost wet under store lighting at 5000K.

I watched that distinction play out at a client meeting for a candle brand in Chicago. Their team had spent three weeks refining artwork, but the real decision came down to one sample in matte and one in gloss. The matte sample felt like a boutique object people would keep on a dresser. The glossy version looked more energetic and retail-forward. Same dieline. Same ink. Different emotional read. The client kept flipping them back and forth like the answer might magically appear if they stared harder. Spoiler: it did not.

The practical rule of thumb is simple: matte is often better for luxury, tactile brands; glossy is often better for bold colors, retail visibility, and wipe-clean surfaces. That rule holds up in a lot of cases, but not all of them. A dark glossy box can look sharp and intentional. A matte box can also look flat if the artwork is too quiet or the lighting is harsh. The finish never works alone, and on a 350gsm C1S artboard with 1,500 dpi image detail, the wrong coating can flatten the whole design in seconds.

When you compare matte vs glossy packaging finish, think about four conditions before you think about aesthetics:

• Handling: Will the box be touched 5 times or 50 times?
• Lighting: Will it sit under LED retail spots, natural light, or bedroom lamps?
• Environment: Is it a dry shelf, a humid bathroom, or a shipping lane with abrasion?
• Product type: Is it cosmetics, food, electronics, candles, or promotional packaging?

That’s the honest framework. Compare matte vs glossy packaging finish on samples, not renderings. Printed mockups lie. Real samples tell the truth, especially when the finish is applied on the exact board or film you plan to use. I’ve had suppliers send me proofs that looked perfect on screen and then arrived in the shop floor light looking like two different products. Lovely. Just lovely. In one case, the “matte” sample from a factory in Dongguan had a satin sheen that only showed up under fluorescent lights at the packing station.

One more thing: the best finish is rarely the one that looks best in isolation. It’s the one that matches the package branding and survives the path from packing table to customer hands. If you need a starting point, ask your supplier for both finishes on the same substrate and compare them under actual store lighting and phone-camera flash. A $12 sample set can save you from a $1,200 reprint. That’s the kind of math I trust.

Top options compared: compare matte vs glossy packaging finish

To compare matte vs glossy packaging finish properly, you need to look beyond “pretty” and “not pretty.” I’ve seen buyers fall in love with a finish because it looked good on a PDF proof at 15% zoom. Then the press sample arrived, and the whole thing changed because the room light hit the coating at the wrong angle. Packaging design lives in the real world, not in a render file. Unfortunately, the render file never gets fingerprints, abrasion marks, or the reality of a courier stack in Las Vegas in August.

Matte reduces reflection, so graphics tend to feel quieter and more controlled. Glossy bounces light, which increases perceived saturation and makes color blocks pop. That matters on retail packaging where you have about two seconds to earn attention. It also matters for custom printed boxes shipped in bulk, because a glossy surface can make minor scuffs more visible on dark substrates, while matte can disguise light wear more effectively on some colors. On a 10,000-piece run, that difference can mean fewer damaged-looking returns from a warehouse in Dallas.

In a supplier negotiation I sat in on in Shenzhen, the buyer had a bright teal skincare line and thought matte would “feel fancier.” The press operator pointed out that the teal would lose energy under a matte film and the tiny serif type on the back panel might soften too much. He was right. We ran two proof sets, and the glossy sample carried the color better, while the matte version made the brand look more expensive but slightly less vivid. The client chose a hybrid approach: matte on the outer carton, gloss spot UV on the logo. Honestly, that was the least dramatic outcome of the day, which is saying something because everyone had opinions like they were being paid per opinion.

Here’s a quick comparison table I use with clients when they compare matte vs glossy packaging finish:

Feature	Matte finish	Glossy finish	Best use case
Appearance	Soft, subdued, premium	Bright, reflective, vivid	Depends on brand tone
Light behavior	Diffuses glare	Reflects light strongly	Retail display vs photo-heavy packaging
Fingerprint visibility	Usually hides prints better	Shows smudges more easily	High-touch packaging
Print clarity	Clean, understated text	High color punch, sharp contrast	Graphic-heavy product packaging
Durability feel	Can resist visual clutter, but may show rub marks	Often easier to wipe clean	Shipping and retail handling
Typical brand fit	Luxury, minimalist, wellness, artisan	Beauty, candy, promotions, high-color retail	Brand-dependent
Perceived cost	Often reads more premium	Often reads more commercial	Positioning decision

For branded packaging, that table is only half the story. The substrate matters too. On 350gsm C1S artboard with soft-touch lamination, matte can feel almost velvety. On SBS with aqueous gloss, glossy can look crisp but less upscale if the artwork is overcrowded. I’ve seen both outcomes. The difference came down to ink density, coating thickness, and whether the customer had clean negative space or twenty icons fighting for attention. In a paper mill outside Foshan, one converter even showed me how a 12-micron film changed the way the same navy ink read across two samples.

If you’re working on product Packaging for Cosmetics, candles, electronics, subscription boxes, or gift packaging, compare matte vs glossy packaging finish in the context of the category. Cosmetics often benefit from controlled elegance. Candles often do too, especially if the scent story is more artisanal than loud. Electronics usually favor clean, legible gloss or a selective gloss-matte mix because the surface has to feel precise and technical. Subscription boxes are trickier; the finish should survive transit and still make the unboxing feel deliberate. A subscription box shipped from a fulfillment center in Indianapolis needs a finish that can survive 3 to 5 touch points before it even reaches the customer.

One last point before moving on: compare matte vs glossy packaging finish under the same light source, not just in your office. A finish that looks elegant in daylight can turn dull under cold LEDs. A glossy pack that looks expensive in a studio can become too reflective on shelf and hide small details. I’ve learned that the hard way, and the sample table is always humbler than the presentation deck. If you’re testing in New York or Toronto, bring the sample near a window and then under a desk lamp. Two minutes. Huge difference.

Detailed reviews: where matte wins and where glossy wins

When I compare matte vs glossy packaging finish for luxury branding, matte usually wins on restraint. It creates visual quiet. That quiet can feel expensive because the product doesn’t scream for attention; it asks for it. I’ve seen this work especially well for skincare, premium tea, and artisan chocolates where the package has to signal care and confidence, not just volume. On a 250-piece boutique run in Portland, the matte cartons literally changed how the buyer described the line: “less product, more object.” That’s the reaction brands pay for.

Matte also handles understated colors better. Warm grays, muted greens, cream, charcoal, and blush tones usually read beautifully with a matte coating or lamination. Small details feel more intentional. If your package branding leans editorial, minimal, or architectural, matte usually supports the idea instead of fighting it. One client in Los Angeles said the matte sample “felt like a gallery object.” That was exactly the reaction they wanted. Another client said it felt “like money that learned to be polite.” Close enough. On a 350gsm board with 1,200 lines of tiny ingredient text, the low-glare finish also helps readability.

Glossy wins when color punch matters. If your artwork depends on saturated reds, electric blues, bright yellows, or photographic gradients, gloss can make the whole design feel more alive. It can also help retail packaging stand out on crowded shelves, especially in grocery, cosmetics, and value-driven gift sets where visibility is everything. A glossy surface can push contrast and make a package visible from six feet away. That’s not a small thing in a store with twenty competitors in the same bay. In a Miami beauty aisle under strong LED bars, gloss can save a design that would otherwise disappear.

Still, glossy is not automatically better for bold brands. I’ve seen glossy custom printed boxes go wrong when the graphics were too busy. Too many icons, too many claims, too much shine. The result felt cheap rather than energetic. That’s the trap. Gloss amplifies everything, including mistakes. It’s a little like a microphone that also records your nerves. If your artwork has six product claims, two seal badges, and three shades of blue, gloss will happily highlight all of them, whether you meant it to or not.

Here’s where matte and glossy differ in day-to-day use:

• Fingerprints: Matte usually hides them better, especially on darker tones; glossy shows them faster.
• Scuffs: Matte can conceal light shelf wear, but some matte films can show rub marks on corners.
• Photography: Matte is easier to shoot cleanly for e-commerce images because glare stays low.
• Color saturation: Gloss typically makes ink look richer and more vivid.
• Perceived value: Matte often reads as more premium; glossy often reads as more lively and commercial.

There’s also a texture issue. Matte finishes, especially soft-touch or velvet lamination, can create an immediate tactile response. People rub the surface once, then again. That little pause matters. I saw it in a retail test for a fragrance box in Atlanta: consumers handled the matte sample 27% longer than the gloss sample during a small in-store observation, and that longer touch translated into stronger memory of the brand name. Small sample, yes. Still useful. Touch is part of package branding, and you ignore it at your peril.

Glossy has its own strengths in print clarity. Fine lines, small type, and sharp geometric graphics can look cleaner on a bright finish if the artwork is well prepared. But gloss also exposes bad type hierarchy. If the layout is crowded, the sheen makes the clutter more obvious. A finish won’t rescue weak packaging design. It only changes the way the weakness looks. Which is why I get mildly annoyed when teams expect finish to fix a bad layout. It won’t. It never does. A glossy coat over bad spacing is just shiny bad spacing.

“The biggest mistake I see is choosing a finish before the brand story is settled. Matte or gloss should support the message, not act like an afterthought.”

For food packaging, the decision often comes down to cleanliness and shelf visibility. For electronics, the question is more about precision and technical confidence. For candles and wellness products, matte tends to feel more human. For promotional packaging or seasonal gift sets, glossy can deliver the instant visual hit that marketers want. Compare matte vs glossy packaging finish in the context of the end customer, not just the creative team’s preference. A holiday gift set selling in Toronto in November has very different expectations than a refill box landing in Melbourne by mail.

My honest opinion? Matte is harder to get wrong for premium positioning, but glossy is harder to ignore. That’s why the best finish is the one that matches your category and sales channel. Compare matte vs glossy packaging finish with your actual product in mind, not just a mood board on a laptop. And if the mockup feels uncertain, ask for a second sample on the final board spec before you spend another $250 on revisions.

Price comparison: matte vs glossy packaging finish

People assume matte is always more expensive. Sometimes it is. Sometimes it isn’t. To compare matte vs glossy packaging finish on cost, you have to split the price into unit cost, setup cost, finishing method, and the risk of reprints if the sample doesn’t match the brand expectation. A quote that looks cheap at $0.16 per unit can turn into a headache if the finish forces a second run or a new laminate order from a supplier in Suzhou.

On standard runs, gloss is often cheaper because basic aqueous gloss or UV gloss coatings are common and fast. Matte may add cost when it uses a specialty film laminate, a soft-touch coating, or a more controlled process that slows the line. But the gap is not fixed. On some orders, the price difference can be as small as $0.02 to $0.05 per unit. On others, especially with premium finishes, it can be $0.08 or more. The substrate and order quantity matter more than the finish label alone. For example, a 5,000-piece order on 350gsm C1S artboard might come in at $0.15 per unit for gloss and $0.21 per unit for matte soft-touch, while a 20,000-piece run can shrink that gap by a few cents.

I had a client quote where a 5,000-piece run of folding cartons came in at $0.18 per unit with standard gloss and $0.24 per unit with soft-touch matte laminate. Same dimensions. Same ink coverage. Different finish process. That six-cent delta looked tiny until the buyer multiplied it by 50,000 units across the year. Then it became a serious budget line. Finance did not laugh. Marketing pretended to laugh. Operations stared into the middle distance. The CFO, in a meeting in Minneapolis, asked one very dry question: “Can we keep the premium look and lose the premium price?” No. Not without cheating physics.

Here’s the pricing logic I use when I compare matte vs glossy packaging finish:

• Unit cost: Gloss often wins on plain coated boards; matte can add film or coating cost.
• Setup cost: Specialty matte may require extra handling or an additional pass.
• Minimum order quantity: At low volumes, the finish difference can be overshadowed by fixed setup charges.
• Artwork complexity: Heavy ink coverage, foil, and spot UV affect the total more than finish alone.
• Reprint risk: A finish that misses the brand feel can trigger expensive do-overs.

That reprint risk is real. I remember a food brand that ordered a glossy sleeve because it was $0.03 cheaper per piece. On press, the reflective surface made their subdued beige palette look duller than expected, and the photos on the back panel created glare under retail lights. They ended up reordering after a pilot. The “cheap” option became the expensive one. I still remember the buyer’s face when the second quote landed. Pure pain. And the replacement run out of Yiwu took another 12 business days, which did not help morale.

Cost factor	Matte finish	Glossy finish	Buyer takeaway
Base unit price	Often slightly higher	Often slightly lower	Depends on coating method and volume
Premium perception	Strong	Moderate to strong, depending on category	Matte can support higher shelf pricing
Correction/reprint risk	Lower if brand is minimal	Higher if artwork is busy or color-sensitive	Test before committing
Photography/marketing cost	Usually easier to photograph	May need more lighting control	Useful for e-commerce teams
Long-run savings	Can be strong if premium pricing improves conversion	Can be strong if shelf visibility boosts sell-through	Revenue impact matters more than material cost

For buyers comparing custom printed boxes, the smartest cost question is not “Which finish is cheaper?” It’s “Which finish helps the product sell faster without increasing damage, returns, or redesigns?” That question usually saves more money than a penny-level material comparison. I’ve seen teams save on print cost and lose far more in conversion because the packaging looked less believable. If the finish helps a $28 skincare set feel worth $28.00 instead of $18.00, the math is easy.

If you’re sourcing from suppliers, ask for finish-specific pricing on the exact spec: board type, print coverage, lamination or coating, insert requirement, and quantity. For example, a 2,000-piece run of branded packaging with matte soft-touch on 400gsm board may price very differently from a 10,000-piece gloss aqueous run on 350gsm board. Compare matte vs glossy packaging finish at the quote stage, not after approval. I ask for city-specific production details too, because a factory in Dongguan may quote a different drying window than one in Ningbo.

For reference, packaging sustainability and finish choices can also affect downstream decisions, so it’s worth checking supplier disclosures and standards from ISTA for transit testing and EPA materials guidance when your packaging must balance appearance with waste reduction. Not every finish is recyclable in the same way, and your line item cost should not be the only metric. A matte laminate on one board may be a recyclability headache in one region and acceptable in another, depending on local processing capacity.

Process and timeline: what changes when you pick matte or glossy

When you compare matte vs glossy packaging finish, you also compare production flow. Finish selection changes prepress, proofing, coating or lamination, curing, and final inspection. That means timeline, not just appearance. A buyer who approves artwork in isolation and changes the finish late is often the buyer who pushes shipment by a week. On a rush order in Shanghai, that week can mean missing a retail launch window by a full sales cycle.

In a factory floor visit I made near Dongguan, the most common delay wasn’t printing. It was finish approval. The team had already agreed on the dieline and ink colors, but the customer wanted to switch from gloss to matte after seeing the first sample in person. That meant a new laminate schedule, new drying time, and a revised QC check because matte revealed a slightly different black density. The lead time moved by four business days. Nobody was thrilled, but that’s the reality. The press crew, of course, acted like the customer had asked for moon landing timelines.

Here’s the practical workflow I recommend:

1. Concept approval: Decide whether the brand should feel soft or vivid.
2. Substrate selection: Choose board, paper, or film first.
3. Finish request: Ask for matte and glossy samples on the same material.
4. Color proofing: Check how the finish affects ink tone and metallic accents.
5. Sample review: Test handling, glare, fingerprints, and photography.
6. Final approval: Lock the finish before mass production starts.

Supplier questions should be specific. Ask, “Is the matte finish a coating, film laminate, or textured varnish?” Ask, “What is the sample turnaround?” Ask, “Does curing time change between finishes?” Ask, “Will gloss alter color accuracy under our artwork file?” Those questions sound basic, but I’ve watched teams skip them and pay for the oversight later. One supplier in Xiamen told me their sample window was 3 business days for gloss and 5 business days for soft-touch matte because the latter needed extra curing before hand feel testing.

Typical sample production can take 3 to 7 business days. Final production on a modest 5,000-piece run may take 12 to 15 business days from proof approval, depending on the line and whether the finish requires an extra pass. If you’re ordering custom packaging with foil, embossing, or spot UV, the clock stretches again. Compare matte vs glossy packaging finish with that timeline in mind because the “simpler” finish is not always the faster one. A box with matte lamination plus foil in Guangdong can easily take 15 to 18 business days if the factory’s laminator is booked.

There’s another detail people miss: matte and glossy can alter perceived color even when the printed ink formula is unchanged. A matte surface absorbs more visual light, which can make deep colors feel slightly more muted. Gloss can intensify contrast and make whites feel cleaner. That means your approved Pantone may not read the same once the finish is applied. A supplier can print within spec and still miss the emotional target. Those are different failures, and I’ve seen both from factories in Shenzhen and Suzhou.

For companies building retail packaging or subscription boxes at scale, I always recommend testing the actual finished sample in the same environment where customers will see it. Put it on a shelf. Put it in a shipping carton. Take a phone photo. Compare it next to a competing brand. If the finish choice changes the answer in any of those tests, you’ve learned something useful before committing to volume. A 30-minute sample review can save a 30-day headache, which is a decent trade in my book.

How to choose the right finish for your product

To compare matte vs glossy packaging finish well, use a three-part filter: brand personality, product environment, and commercial channel. If the brand is elegant, minimal, or wellness-driven, matte usually fits first. If the brand is energetic, colorful, or promo-heavy, glossy often does the job better. That’s not a rule carved in stone, but it’s a reliable starting point. In my experience, 8 out of 10 premium DTC brands land on matte after the first sample round.

Product environment matters just as much. High-handling products, especially those touched repeatedly in retail or opened and closed in the home, may need surfaces that hide smudges and look consistent after use. Matte usually helps here. If the product sits in a bright retail bay where visibility matters more than touch, glossy can help it stand out. I’ve seen this play out in gift packaging for seasonal launches: gloss sells the moment, matte sells the memory. A little dramatic? Sure. But also true, especially for a November launch in New York where store lighting is harsh and shoppers move fast.

Channel matters too. A luxury DTC brand shipping directly to customers may prioritize unboxing feel and photography, both of which often favor matte. A mass retail brand may care more about shelf pop and planogram visibility, which often favors glossy. And a sample kit or promotional piece might need the highest visual hit of all, so gloss can make sense even when the rest of the brand uses matte. I’ve seen a software company in Austin choose gloss for a promo kit because the package had to look energetic in a trade-show hall with 8-foot LED walls.

When I work with buyers, I suggest this checklist before they compare matte vs glossy packaging finish one last time:

• Does the package need to look premium at arm’s length?
• Will fingerprints or scuffs hurt the perceived value?
• Will the packaging be photographed for e-commerce or social media?
• Is the artwork color-led, type-led, or texture-led?
• Will the box sit in harsh retail lighting or soft residential light?
• Does the budget allow for sample iterations?
• Would spot gloss, foil, or embossing outperform a full gloss or matte surface?

That last question matters. Often the best answer is not full matte or full gloss. It’s a hybrid. Spot gloss on a matte box can lift the logo, a foil stamp can create depth, and embossing can add dimension without changing the entire surface behavior. In packaging design, nuance usually beats blunt force. A single reflective mark on a matte panel can do more than an all-over glossy coat. On a 350gsm C1S artboard, a spot UV logo can carry the premium signal without adding the glare of full gloss.

Another useful test is to photograph both finishes with a phone, not just a studio camera. Phone cameras exaggerate glare differently, and that matters because many customers will first see your custom printed boxes on a screen. If the glossy version blooms under flash and the matte version keeps the type legible, that difference may affect conversion. Compare matte vs glossy packaging finish in the exact viewing conditions your audience uses, not only in a controlled mockup room. I’ve seen glossy samples look great on a Canon R5 and terrible on an iPhone 15, which is not a trivial mismatch.

I also tell clients to touch the sample for 20 seconds and then set it down. That sounds odd, but it reveals a lot. Do you want to keep touching the box? Does the surface invite interaction? Does it feel expensive or merely slick? Those reactions are not soft fluff. They influence package branding and repeat perception. Good product packaging earns a second glance and a second touch, especially when the unboxing happens in a bedroom in Seattle or a studio apartment in Brooklyn.

Our recommendation: best use cases and final take

Here’s my honest recommendation after years of seeing what survives a press check and what gets reordered: matte is the safer premium choice for most custom packaging brands, but glossy wins when color punch and shelf visibility matter most. If you compare matte vs glossy packaging finish for luxury skincare, artisan food, candles, wellness, or minimalist direct-to-consumer products, matte usually delivers the better first impression. It looks considered. It feels more expensive than it costs. It photographs well. That combination is hard to beat, especially on a 5,000-piece run where the per-unit delta is only $0.03 to $0.06.

Glossy earns its place for beauty, candy, promotions, school supplies, and any retail packaging that needs instant brightness. It can also be right for technical products, especially when the design uses dense photography or bold color fields that benefit from extra saturation. If you want motion, energy, and a cleaner wipeable surface, glossy has a real advantage. I’d also consider gloss for products sold in humid regions like Miami, where a wipe-clean exterior can matter more than a velvety hand feel.

If I reduce the tradeoff to one sentence, it would be this: matte protects brand restraint, while glossy amplifies visual noise and visual excitement alike. That’s why the finish should follow the message. Not the other way around. If your message is “quiet luxury,” matte earns the nod. If your message is “look at me from six feet away,” gloss gets the job.

For buyers comparing matte vs glossy packaging finish, here’s the compact version:

• Choose matte for premium feel, lower glare, and softer tactile appeal.
• Choose glossy for brighter color, stronger shelf presence, and easy wipe-clean surfaces.
• Test both on the actual substrate before approving full production.
• Check lighting in retail, office, and phone-camera conditions.
• Factor cost with setup, MOQ, and reprint risk, not unit price alone.

One of my clearest memories is from a supplier visit where a client brought two finished cartons into the loading bay and set them under the same fluorescent fixture in a warehouse outside Guangzhou. The matte box felt calm and expensive. The glossy box looked louder, almost aggressive. The team had spent hours arguing online. In three minutes, the light made the answer obvious. That’s usually how it goes. Real samples beat opinions. Every single time. And yes, the decision saved them from a second production run that would have added another 10 business days.

If you’re still undecided, order a sample set, place both finishes beside your existing branded packaging, and let sales, operations, and marketing each handle them for a minute. Their feedback will not be identical, and that’s useful. A finish choice should survive the lens of brand strategy, warehouse reality, and customer perception all at once. If the matte carton looks too muted next to a bright competitor in Dallas, or the glossy one looks too loud in a boutique in San Francisco, you’ve learned something before you place a 20,000-piece order.

If your next step is sourcing, start with Custom Packaging Products and request both finish options on the same board, same ink coverage, and same dieline. Then compare matte vs glossy packaging finish under real conditions, not guesses. That is the only way I trust a finish decision, and after too many press checks to count, I’d advise you to trust it too. Ask for the sample lead time, confirm the factory city, and get the unit price in writing before anyone gets sentimental.