IKEA uses their BookBook to show that Print is “The Universal Technology”

 Watch this brilliant video.



http://www.youtube.com/watch?v=MOXQo7nURs0

Brightness VS Whiteness

There are two units of measurement that qualify white paper.  Do you know the difference?

The whiteness is a calculation of the reflection of all the light in the spectrum visible to the human eye.  It is a value similar to what the human can perceive and therefore it must be taken with precaution since it is a subjective value that differs from one person to another.

The brightness indicates only the reflection of blue light, it is the standard test in the paper industry.  Since yellow and red are not considered, sheets that appear to have different shades can have the same brightness.

In each case, the higher the number, the brighter the paper.

Reprinted from the August 2014 Newsletter, Bosworth Papers