Consumers' tolerance of the color of recycled paper was evaluated by the visual assessment of such paper by 30 Japanese university students. The assessment was performed to measure color tolerance using 266 color samples in eight conditions specifying the situation of paper as (1) either paper is recycled or not recycled, (2) whether you will buy/use, and (3) use for office paper or for workbook paper. The responses of the subjects were sorted out quantitatively in terms of the colorimetric values of color samples and then correlated with International Organization for Standardization (ISO) brightness and CIE whiteness. Both the ISO brightness and CIE whiteness were found to be dependent on hue factors and also to be restricted for use in direct representation of the consumers' responses to paper quality. Since the consumers' evaluation of paper quality is due to visual whiteness, we propose a new equation to predict the consumers' tolerance of paper color, in which the equation contains two factors concerning the color distance from the white point and the hue impact. The new tolerance equation was confirmed to predict the consumers' tolerance successfully, particularly when the consumers are aware that the paper is recycled. (c) 2011 Wiley Periodicals, Inc. Col Res Appl, 2011