There is no strict differentiation between paper and paperboard. However, paperboard is generally thicker, usually 12pt or 0.012″ or heavier. Being inexpensive, lightweight and strong, it is perfect to use in printed packaging products. Paperboard printed packaging is available in several different grades, each with unique features suitable for different packaging or printing requirements. The most popular grades of paperboard for printing are SBS, CRB, and Chipboard. Where quality and perceived value is vital, however, such as in many health, beauty, pharmaceutical, and high-end retail products, thicker, more rigid SBS, from 0.028" - 0.048" is often is used for premium boxes and packaging. High-end retailers frequently put extraordinary care into their choice of packaging, as they recognize its power both to brand a product with a strong first impression and to encourage brand loyalty.