While rarely found in nature, white is the color encountered most often in the human environment. It is the color of neutrality, of cleanliness and freshness. White provides contrast with other colors, and can increase the visibility of a logo or printed text. Conversely, yellow is the color of age, of things that are old and worn and uncared for. That’s why for product manufacturers that make white materials or use white packaging, it’s important to get a consistent color with high whiteness to convey to their customers that sense of freshness, that the product is new and clean.