The present invention provides aqueous matte coating compositions comprising a binder component B) and a polymeric duller component A) composed of particles of one or more multi-stage copolymer or single stage crosslinked (co)polymer, e.g. crosslinked t-butyl (meth)acrylate, the duller component particles A) having an average diameter of 1-20 .mu.m. Components A) and B) are compatible. Preferably, the duller component A) is acrylic; more preferably, components A) and B) are acrylic. The aqueous compositions provide matte coatings having haptic or feel (soft touch) properties, film and appearance properties, including burnish resistance and low color loss.