White is currently the color of choice among designers. And the new UPM Finesse campaign entitled "True Whiteness" seeks to demonstrate the important role that paper plays in the visual representation of the color white.

"Every product needs a paper that can accurately depict its true color," explains Anke Böckmann, UPM's brand manager for Graphic Paper. This fashionable achromatic color presents paper manufacturers with a real challenge because printed images of leather, linen or porcelain need to convey a clean and pure depiction and must therefore not appear to be grey or cream.

The core element of the True Whiteness campaign is the company's 24-page Casa Blanca brochure. Featuring interior design images based on the 'white' theme, visual effects can be compared on three different paper finishes (gloss, premium silk and silk). Matte and gloss varnishes are used in hybrid technology to further enhance their impact.

9/3/2008