If you know about paper you know to look for the brightness rating - most of the copier paper out there comes in at around a 92. This paper is rated at 96. That may not seem like a big deal but lay the two next to each other and you can see the difference. You can also see the difference in the output from your printer; the brighter sheet really makes colors pop off the page. I was happy to find this five-ream case all ready to go boxed up to travel not far from the cash register at the Staples I visited. That was lucky because paper is HEAVY!