Bright white papers of heavier weights are better for stimulating a positive response from readers, according to a study conducted by the University of Helsinki and M-real.

The work, undertaken at the universitys department of psychology, and featured in M-reals latest customer magazine, has been described as groundbreaking in its attempt to offer empirical answers to how emotions are stimulated by touch and vision.

The methodology, developed by Professor Gte Nyman, involved showing dummy copies of a womens magazine made of different paper stocks combining different layouts and text.

M-real marketing manager for publishing papers Marjo Halonen said: "Obviously printability is very important, but this study looked at the psychological aspect of paper. It was very important for us to have a neutral test."

Most people preferred brighter papers, regardless of whether the dummy had been left blank or had a full-bleed layout. Papers with a grey or yellow tone were not as popular despite their perceived warmth.

However, even the brightest papers failed to inspire to their full potential if the printing quality was not up to scratch.

Thicker stocks were also favoured, particularly by paying customers, who attached value to durability.

"This test involved women in Finland, but it can be applied to other countries and cultures as well, which will be very interesting for us to see if there are similar results," said Halonen.

Story by John Davies