Matte substrates comprising a water based coating composition and a base substrate. The water based coating composition comprises either no or only small amounts of mineral filler, refractory filler and/or organic filler and no other matting agents. The water based coating composition is typically applied to the base substrate at a coating weight of less than or equal to about 3 dry pounds of the water based coating composition per about 3,000 square feet of the base substrate. The matte substrate generally has a 60° gloss less than about 20.