Audiotent Tip 335. Unbiased Limiting.
Louder always seems to be perceived as better. When using limiters or any other form of processing to maximise loudness, make sure to match the output level.
This will make a fair comparison between the original and processed signal. Focus on the artefacts limiting can introduce, rather than the gained loudness.
There are multiple limiter plugins available that allow to auto-match the output level.