A method of selectively producing a glossy or matte finish to an ink jet printed image by applying a clear protective plastic laminate having a glossy finish to the surface of the image, heating the laminate to soften it and then selectively impressing a surface texture into the soften laminate. Pressing the softened laminate against an endless belt having a textured surface forms the surface texture. The laminate is maintained in contact with the belt for a cooling period so as to permit a cold separation of the laminate from the belt.