Roger Hicks
Veteran
Artists paints Roger...apples...oranges ;-)
Not heard the joke, that made me chuckle!
Actually, for most commercial paints, specifically domestic paints, the simplest way is to add a matting agent (usually silicas) to a gloss formula. Often there's also china clay added because it also reduces gloss, whilst adding to opacity and lowering cost (cheaper than TiO2). That's something of an oversimplification because there are other and cheaper ways, depending on intended applications. Things like automotive paints tend not to be in demand in other than gloss, few people want a matt car! Although, I've seen it done...
Ah... exactly the same as most photographic papers, then. Thanks!
Cheers,
R.