For years, companies have been adding whiteners to laundry detergent, paints, plastics, paper and fabrics to make whites look "whiter than white," but now, with a switch away from incandescent and fluorescent lighting, different degrees of whites may all look the same, according to experts in lighting.
"Retailers have long been concerned with the color-rendering qualities of their lighting, but less aware how light sources render white," said Kevin W. Houser, professor of architectural engineering, Penn State.