(UK) A brief survey shows that in fact only 15% of small consumers use any information provided when comparing papers at the point of sale and very few use whiteness ratings today.
The paper industry goes to great lengths to produce paper at a particular whiteness rating. Each brand of paper available in reams is pitched at the whiteness level that best suits the purposes of the end user. This takes a great deal of time, effort and expense. The science of whiteness has been studied in depth and many different methods are in use today.
The consumer on the other hand does not normally understand the science of colour and so it is difficult to use complicated 3 dimensional colour description systems to explain to them the level of the paper whiteness they are purchasing. This has lead to the use of simplified systems involving descriptive words, windows on the pack and simple numeric systems.
It is clear that a distinction must be drawn between the paper manufacturers’ view of whiteness properties for quality control and the consumers’ requirements at the point of sale.
Further market research is being carried out by Makowhiteness to confirm these results and provide more information.
The above conclusions are drawn from the article Paper Whiteness at The Point Of Sale, this reference is available to members at Makowhiteness.co.uk, and membership is currently free.
Makowhiteness is dedicated to the communication of the whiteness of paper to consumers and is currently developing a service that enables all white papers to be compared against each other at the point of sale using a simple rating system.
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If you would like to know more, please contact Alec Tindal at alec@makowhitenessproject.com
Alec Tindal is the Managing Director of Makowhiteness Ltd, 22 Thackray Court, Horsforth, Leeds
LS18 5NJ, United Kingdom
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The paper industry goes to great lengths to produce paper at a particular whiteness rating. Each brand of paper available in reams is pitched at the whiteness level that best suits the purposes of the end user. This takes a great deal of time, effort and expense. The science of whiteness has been studied in depth and many different methods are in use today.
The consumer on the other hand does not normally understand the science of colour and so it is difficult to use complicated 3 dimensional colour description systems to explain to them the level of the paper whiteness they are purchasing. This has lead to the use of simplified systems involving descriptive words, windows on the pack and simple numeric systems.
It is clear that a distinction must be drawn between the paper manufacturers’ view of whiteness properties for quality control and the consumers’ requirements at the point of sale.
Further market research is being carried out by Makowhiteness to confirm these results and provide more information.
The above conclusions are drawn from the article Paper Whiteness at The Point Of Sale, this reference is available to members at Makowhiteness.co.uk, and membership is currently free.
Makowhiteness is dedicated to the communication of the whiteness of paper to consumers and is currently developing a service that enables all white papers to be compared against each other at the point of sale using a simple rating system.
###
If you would like to know more, please contact Alec Tindal at alec@makowhitenessproject.com
Alec Tindal is the Managing Director of Makowhiteness Ltd, 22 Thackray Court, Horsforth, Leeds
LS18 5NJ, United Kingdom
Comment on this story Bookmark this story
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