This will be best illustrator by an image, above you see the same image printed with aqueous coating (AQ) and matte coating. AQ coating gives brighter color on the image in general, while matte coating makes the color a bit more muted. Furthermore, matte coating gives the cardboard a silky smooth finish but is also more prone to scratching. If the artwork is mostly dark or black, the scratching may become more obvious on matte. If that is a concern, stick with AQ or UV gloss coating.