Soft Touch Lamination on Packaging: How It Works and When to Use It
Guide to soft touch (velvet) lamination for packaging — how it is applied, substrates, cost implications and design pairings for premium packaging.
Soft touch lamination — also called velvet lamination, suede lamination or rubber-feel coating — gives packaging a distinctive velvety texture that feels premium in the hand and photographs exceptionally well. Originally limited to high-budget luxury packaging, it has become accessible across a wider range of products and is now common on cosmetics, spirits, supplements and high-end food products.
How Soft Touch Lamination is Applied
Soft touch is a water-based or UV-cured coating applied by lamination machine over a printed substrate. The coating contains microscopic surface irregularities that create a tactile matte texture — different from standard matte lamination, which is smooth. The coating is applied to the full printed sheet before die-cutting and gluing, ensuring consistent coverage even close to edges and folds.
Substrate Compatibility
- SBS board (250–400gsm): Best compatibility; smooth surface allows even coating penetration
- Rigid box outer wrap (90–128gsm art paper): Excellent; small size of rigid box components means consistent coating thickness
- Uncoated stock: Not recommended — the paper absorbs coating unevenly, creating patchy texture
- Flexible packaging (BOPP outer layer): Possible but less common; thermal lamination version used
Design Pairings
Soft touch lamination works best when combined with one or more contrast finishing elements:
| Combination | Effect | Typical Brand Context |
|---|---|---|
| Soft touch + spot UV | Velvet background, glossy raised logo | Cosmetics, supplements, premium food |
| Soft touch + gold foil | Most luxurious combination; tactile contrast | Perfume, spirits, jewellery |
| Soft touch + emboss | Raised tactile logo in same velvet texture | Corporate gift boxes, candle packaging |
| Soft touch (full coverage) | Uniform velvet; quiet luxury | Minimalist skincare, cannabis brands |
Scratch Resistance Limitation
Soft touch lamination is visually stunning but less scratch-resistant than standard gloss lamination. Fingerprints are visible on dark backgrounds. For products that will be handled frequently in retail, consider a scratch-resistant soft touch variant (UV-cured version with higher abrasion resistance) or accept that some handling marks are inherent to the material and brief customers accordingly.
Cost Considerations
Soft touch lamination adds approximately 15–25% to the cost of standard matte lamination for the same carton. The exact premium depends on substrate size and film type. For a product with a retail price above USD 20, the cost increment per unit is typically USD 0.05–0.20 — a small fraction of the price premium the packaging commands. The ROI calculation is almost always favourable for products competing on premium positioning.
When NOT to Use Soft Touch
- Budget private-label products where cost is the primary driver
- Industrial or B2B packaging where tactile finish has no purchase influence
- Any application where the packaging will be sealed with adhesive tape (tape does not adhere well to soft touch)
- Pharmaceutical secondary packaging where regulatory-compliant surfaces are required
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