A survey was conducted to determine the level of gloss that customers prefer for xerographic color prints on various papers. Both pictorial and business graphics images were used in this survey. They were printed on two plain papers and three coated papers. The sample set consisted of six gloss levels, approximately uniformly spaced over a wide gloss range, on each of the five substrates. The sample set was evaluated by 67 observers divided into four distinct groups. The results of this survey indicate that a midrange gloss is preferred by a wide variety of observers, even when substrate gloss is low.