This is a great money-saving alternative to a matte-finish photo paper for color handouts and flyers where the color image is just part of the page. People DO notice the heavier weight paper and the way color charts and graphs really stand out on this paper. It says 'quality'. This paper is bright enough to use as an alternative to matte photo-paper but I still use a true photo paper for full page images because this paper can curl a bit when there's lots of ink applied (as in a full-page photo).