Kraft vs. white cardboard: which finish fits your brand?

The natural kraft look

Kraft board offers a warm, textured appearance. It is popular for simple marks, understated printing and natural-looking product presentations.

Printed colours may appear different on kraft than on coated white stock, so always review a physical proof for colour-critical projects.

Clean white paperboard

White card can provide a brighter starting point for colourful illustrations and detailed branding. Coatings and finishes may further change the result.

Board selection also affects scoring, folding and strength. The right choice depends on the package design, not appearance alone.

Ask for samples before committing

For a new packaging line, request a suitable material sample and confirm your print and finishing requirements with the supplier.