I mean that printing on glossy (coated) paper looks completely different than printing on a uncoated paper. The ink stays on the surface of a coated paper and images are sharper and have more contrast and you get deeper colors with a glossier overall look, whereas with uncoated paper the ink is absorbed into the paper and colors look more washed-out. Based on your question it could be simply a matter of selecting a paper that is better suited for the task.
You want to use glossy coated paper for four-color images and photographs, whereas uncoated paper is more suitable to text-only black and white printing. In general.