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When light strikes a surface it can be reflected, absorbed or scattered. Glossy coatings are smooth, mirror-like finishes that reflect light at the same angle at which it hits the surface. Matting/flatting agents introduce micro-roughness to the surface causing the light to be reflected in a diffuse manner, which reduces the apparent gloss. This effect is the result of matting/flatting agent particles that protrude upwards through the surface on a microscopic scale and are not visually or texturally apparent.
The number of particles at the surface determines the degree of micro-roughness produced. This in turn is influenced by properties such as particle size, particle size distribution, particle density (pore volume) and, of course, the amount of matting/flatting agent or extender employed.
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