Is whiteness enough to choose catalogue paper?

No. The shade of white influences images, but surface, reflection, opacity and the bound reading experience also matter. When reviewing IMPRINT white coated or micro-coated papers, proof the same artwork with skin tones, greys, shadow detail, small type and two-sided pages. Compare prints under agreed lighting, then make a bound dummy to assess folds, spine and page turning. Whiteness figures measured by different methods or under different conditions are not directly comparable. Keep the approved grade, printing platform, artwork and print sample together.