White and brown kraft gummed paper tape are the same product in two finishes. Both are 48mm wide water-activated paper tape with a starch adhesive, both bond into the cardboard fibres when wetted, and both hold a parcel shut just as firmly as the other. The real decision is visual: white keeps printed colours bright and accurate, while kraft warms and darkens them for a natural, recycled look.
If you are weighing up which to order for your next run of custom printed gummed tape, this guide covers what actually changes and what does not.
What is identical between white and kraft tape
Before looking at the differences, it helps to rule out the things that do not vary. Both colours of tape share:
- The same width. Every roll we print is 48mm wide, which is the standard for sealing single and double wall cartons.
- The same adhesive. A dry, plant-derived starch gum that activates with water. It is inert until wetted, so rolls store cleanly and do not dry out on the shelf.
- The same bond. Once wetted, the gum penetrates the outer liner of the carton and the tape becomes part of the box rather than sitting on top of it. This is why gummed paper tape seals better than plastic parcel tape.
- The same build options. Standard paper for lighter parcels, or reinforced with fibreglass strands for heavier and higher-value cartons. Our guide to reinforced versus standard gummed tape explains when the upgrade is worth it.
- The same recyclability. Paper tape on a paper box goes in the same stream. Neither colour needs separating out.
So nobody should choose kraft over white because it is stronger, or white over kraft because it sticks better. They perform the same.
How the tape is made and why the colour differs
Both tapes start as kraft paper, produced from wood pulp. Natural kraft keeps its warm brown tone. White tape uses the same paper base that has been bleached or coated to produce a bright, even surface. That surface finish is the only meaningful material difference, and it is exactly what drives everything below.
How your printed design behaves on each colour
This is the part most brands underestimate. We print full-colour CMYK with water-based digital inkjet, directly onto the tape itself. The tape is not a neutral backdrop - it is the paper your artwork is printed on, and paper colour changes ink colour.
Printing on white tape
White gives you the closest thing to a true, on-screen colour. Pastels, mid-tones and bright accent colours all survive. If your brand palette leans light, or your logo depends on a soft colour reading correctly, white is the safer surface. It also creates the cleanest visual match against a white mailing carton.
Printing on kraft tape
Kraft absorbs and warms ink. As a rule of thumb across the industry, colours print noticeably darker on kraft than on white, often in the region of a quarter darker in appearance. Deep colours such as navy, forest green, burgundy and black hold up beautifully. Pale colours, light greys, pastels and anything low in contrast tend to sink into the brown and lose definition.
The white ink rule
There is no white ink in the process. White in your artwork simply means "leave the tape blank here". On white tape that reads as white, which works perfectly. On kraft tape it reads as brown, so a white logo on kraft will not appear at all. This single point catches more customers out than anything else, and it is covered in more detail in our guide on how to design custom printed gummed tape.
Two other artwork points apply to both colours: the maximum print height is 40mm within the 48mm width, so keep clear margins top and bottom, and the design repeats along the roll with a gap of roughly 10 to 13cm between repeats. That gap is a function of the press and cannot be closed up, so design a motif that looks deliberate when spaced rather than one that expects to run continuously.
Which colour suits which brand
Assuming your artwork works on either, the choice comes down to the impression you want a customer to have before they open the box.
- Choose white if you sell premium, beauty, jewellery, stationery, tech or anything where crispness signals quality. White also suits brands with light or multi-colour logos, and it pairs neatly with white mailing boxes.
- Choose kraft if you sell food, plants, homeware, craft goods, refills or anything with a sustainability story. Kraft on a brown carton reads as honest and low-impact, and it hides handling marks far better.
- Choose kraft if your logo is a single dark colour. It will print strongly and cost you nothing in fidelity.
- Choose white if your design includes fine detail or small text. The extra contrast keeps thin elements legible.
The practical trade-off: marks and handling
White tape looks immaculate on the dispatch bench and slightly less immaculate after a week in the carrier network. Scuffs, conveyor marks and damp fingerprints show up on a bright white surface in a way they simply do not on brown. Kraft is more forgiving of the journey.
That does not make white a bad choice. It means that if your parcels travel through a high-volume network, or you pack in a busy warehouse rather than a tidy studio, kraft will arrive looking closer to how it left. If presentation at the doorstep is the whole point of the exercise, factor that in alongside the branding benefits of printed tape.
Disposal and recycling in the UK
Neither colour complicates recycling. Both are paper, both carry a starch-based gum, and both can go into the card and paper stream with the box still attached. Bleaching does not change that. For a fuller breakdown, see our guide to whether gummed paper tape is recyclable.
It is worth noting that under the Simpler Recycling rules for workplaces in England, businesses with 10 or more full-time equivalent employees have been required since 31 March 2025 to arrange separate collection of paper and card, with micro-firms following from 31 March 2027. Switching to paper tape keeps your outbound packaging in a single, clean waste stream rather than splitting it between paper and plastic.
Frequently asked questions
Is white gummed paper tape weaker than kraft?
No. The bleaching or coating that makes the paper white does not reduce its strength in any way that matters for sealing a carton. If you need more strength, the factor to change is standard versus reinforced tape, not the colour.
Can I print a white logo on brown kraft tape?
No. There is no white ink in the printing process, so white areas of your artwork are simply left unprinted and show the tape colour underneath. On kraft tape, a white logo would appear brown, which is to say invisible. If your logo is white, either reverse it out in a dark colour or choose white tape.
Will my brand colours look exactly the same on both?
No. The same ink prints noticeably darker and warmer on kraft than on white. We cannot guarantee a Pantone match on either surface, so if precise colour is critical, white gives you the closer result and it is always worth checking your proof carefully before approving.
Which colour is better for showing tampering?
Both are equally good. The tamper evidence of gummed paper tape comes from the gum bonding into the carton fibres, so any attempt to lift it tears the box surface visibly. That happens identically on white and kraft.
Does white tape cost more than kraft?
Pricing for our printed rolls is based on the tape specification and quantity rather than a colour surcharge. Check the current options on the product page, or get in touch if you want a quote against a specific run size.
Can I order some rolls in white and some in kraft?
Yes. Some brands run kraft as standard and keep a smaller batch of white for premium lines or seasonal packaging. Just bear in mind that the same artwork may need adjusting to work well on both surfaces.
Ready to choose your tape?
If your logo is dark and your brand leans natural, kraft is the easy answer. If your palette is light or your artwork needs colour accuracy, go white. Either way you get the same 48mm water-activated paper tape, the same secure bond and the same recyclable finish.
Browse the options and upload your artwork at Fast Printed Tapes, or go straight to the water-activated gummed tape range to get started. If you are still deciding how you will apply it, our guide to choosing a gummed tape dispenser is a useful next read.