Paper: It’s a Question of Brightness

3. Consider carefully the role brightness plays in your decision-making process.

What are the most important attributes you need in the catalog paper you buy? If it’s smoothness and gloss for a uniform lay of ink, then look specifically at smoothness and gloss properties. Brightness doesn’t give you the crisp dot mandatory for great printing, nor does it help you cover the sheet with more and more ink, as is the current trend among art directors.