Fade lasts longer than you or I likely and is very bright white. Edition Etching Rag's whiteness is truly amazing considering it's made without optical brighteners. Canson claims to have the purest white on the market and I can believe it after printing with it. It's so white that at first I couldn't believe it didn't contain optical brighteners (fluorescent chemicals are added to make the material look very bright white, but these fade over time from UV exposure). I tested it with a UV source and it doesn't really fluoresce to achieve that amazing whiteness. This is a smooth thick (310gsm) rigid matte paper designed for fine art reproductions. In other words, if you only want to use it to print simple shots, buying expensive, high-quality media like this is a waste of money. This is a museum quality paper designed for the fine art photography market.
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