One of the Keys to Eye-Popping Results

The impact that paper brightness can have on the reader of a printed piece is often overlooked. Whether it be a client, an employee, a customer, a vendor, a patient or a potential voter, readers naturally focus on the content of a particular printed piece, yet the underlying effect of the physical properties of the paper it is printed on may influence his or her decision whether or not to read further, or to consider the subject seriously. Properties such as the brightness and feel of the paper can make a difference to the reader, albeit subconsciously. 

How is Brightness Measured?

Generally speaking, brightness is a measure of the reflectivity of light off the surface of paper on a scale of zero to one hundred. This statement, although widely accepted as true, is actually an oversimplification of the subject. Complicating the issue of brightness is the fact that there exists more than one standard for measuring paper brightness. In the United States, the TAPPI standard ("Technical Association of the Pulp and Paper Industry") is used; whereas most other countries use the ISO (International Standards Association) System. In our current global economy, domestically manufactured papers may sit side-by-side on the shelf with papers manufactured overseas. In both systems of brightness measurement, the blue end of the spectrum and its reflectivity are measured. However, each system does this in slightly a slightly different way. Paper manufacturers in some cases may add optical brighteners to the paper to increase these results even to exceed one hundred. These seemingly impossible numbers are achieved by adding fluorescent dyes to the paper. The little-known secret here is that the actual "over-the-top" brightness levels can only be observed with the naked eye under certain types of light such as fluorescent light, ultra violet light, or natural sunlight. Also, "pushing" the brightness levels to extremes generally adds a "blue" or "purple" hue to the paper which can create a problem when these overly "blue" sheets are married with others sheets. For instance, overly enhanced "blue" sheets in a booklet matched with a cover stock that lacks this "bluing" can be a mismatch which can be obvious.

Other factors exist which influence our perception of a particular paper such as "opacity" and "surface smoothness." Opacity, for example, is a major factor influencing how we perceive the quality of a particular paper. Holding up an economy sheet of 24 lb office paper up to the light next to a premium sheet of the same weight exposes the difference dramatically. The Premium Sheet, also referred to as a "Number One" Sheet, will appear solid; whereas the less expensive economy sheet will appear quite "mottled" or "uneven." The Premium Sheet will most likely be rated at a higher brightness level than the economy sheet, however, the opacity difference may affect the perception of quality as much as, if not more than the brightness factor.

An excellent example of a Premium "Number One" Sheet of uncoated bond paper is Graytex Papers’ Bright White Inkjet Paper, Product Number 164. Besides its TAPPI brightness rating of ninety-eight, the opacity of the paper is far superior to most other papers in the marketplace. The optimal ninety-eight brightness is achieved without excessive "bluing" found in many other papers with such a high brightness rating. In addition to that is its high optical density and ultra-smooth finish. The high opacity rating and exceptionally smooth finish are built into the paper designedly at the manufacturing level to warrant its rating as a "Number One" Sheet. Particular attention to precise composition of fillers and post-manufacture calendering are contributing factors to the creation of such a desirable sheet. The bottom line to the consumer is that it provides a sheet of paper that has a luxurious "feel" to the touch, but also provides a basis for a crisper, sharper image.