WHY DO OPTICAL BRIGHTENERS IN PAPER MATTER? In the world of print, optical brightening agents in paper have often been referred to as a ‘game changer’ because of their inherent impact on achieving an acceptable color match. Although G7® has proven to be a valuable method for calibrating printing devices, as well as specifying color, one of the limitations of G7, as well as other calibration methods, has been the problem of paper color. The…