Online Color Measurement, PaperCon 2014

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For paper and board products, color/shade and appearance (appearance includes the properties of brightness, whiteness, opacity, and gloss) are some of the most important properties for end use. This is because paper, paperboard, and containerboard usually carry a message for end users. That communication can be in the form of a letter, a billing statement, a book, a magazine, a sale circular, a food package label, a printed logo, or even the contents of a box. If the color of the paper on which the message is printed is incorrect or inconsistent, then it gives the impression to the end user that the product itself is inferior.