White, Not Bright, for International Paper
International Paper recently released a new standard of whiteness and brightness for all uncoated freesheet papers for imaging, commercial printing, envelopes and forms. The company will also begin transitioning the way it describes its products from the old GE brightness standard to the CIE whiteness scale.
In the U.S., paper appearance has traditionally been measured by brightness; however, the GE brightness standard was not originally designed to describe paper products. Instead, the CIE whiteness scale—already being employed worldwide—was developed to describe paper's appearance and appeal.
"Whiteness is more aesthetically appealing," says Jeff Fox, marketing manager printing and bristols, on the company's shift in standards. "That is right out of the research that we did with consumers to let them make the call as to what was more [attractive]."
According to Fox, the improvements to International Paper's products come without a price increase.
International Paper's new products began shipping in September.