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It can also be brightness - you need the context....
Explanation: Great White Paper - State of the Art Recycled Paper - How critical is the paper's brightness? (Colorful images look better on a "high brightness" paper.) Select one... ... www.greatwhitepaper.com/hunter/index.asp
Paper-Part 1 ... Brightness, Brightness is the paper's ability to reflect a volume of light. Whiteness,
Whiteness is the paper's ability to reflect all colours of light equally. ... www.cadvision.com/mackop/shop1.html -