I love this paper! It is certainly bright white.  While the brightness is too much contrast and shiny-ness for me to preach from, it's brilliantly wonderful for anything else.  What I really like about it, though, is its thickness - it isn't an easily rippable, cheap paper. You can abuse these pages a bit, and they won't go mashugga on you.  And being designed by HP for their printers, of course the ink hits the page and sticks there without bleeding, smearing, running, or anything else.  Of all the papers (copier paper, other inkjet paper, letterhead, etc.) I have run through my photosmart printer, apart from the premium photo paper, this is the best.  By far. If you have an HP inkjet, you have to be using this paper.  And truth to tell, you can print a photo on it, too, and it will look pretty darn good.