What is paper brightness?

Brightness measures how much light a sheet reflects, reported on a scale that runs up to about 100. A brighter sheet makes printed colors pop and text look crisp, while a lower-brightness sheet gives a warmer, softer, more natural tone.

• High brightness: whiter background, higher contrast, more vivid color reproduction.
• Lower brightness: a warmer, off-white cast that reads as softer and more organic.
• Not the same as whiteness: brightness measures reflected light, while whiteness describes the shade of the paper.