If you've ever looked closely at a roll of toilet paper, you've probably noticed tiny diamonds, swirls, or floral designs pressed into each sheet. While they definitely add a decorative flourish, at the Good Housekeeping Institute Textiles Lab, we know they do more than make toilet paper look pretty. Each brand precisely engineers them to influence how a roll feels and performs.
First, the patterns help brands stand out
Most obviously, the patterns help brands differentiate their toilet paper from others. Like a logo, many brands will use distinctive lines, dots, or florals, that make plain white TP instantly recognizable.
But they also change how the toilet paper feels
The raised patterns are created through a process called embossing, in which manufacturers press a design into the paper after it has been made. While the pattern gives each brand a distinctive look, it also changes the structure of the tissue. For instance, the patterns help multiple plies of paper stay together by creating tiny interlocking points between the layers.
Studies have also found that embossing can impact different characteristics like softness, absorbency, and strength depending on the pattern that's used. Some embossing patterns can create a loftier, softer-feeling roll, while others prioritize structural integrity. And often, brands may use multiple patterns in the same product, layering a more decorative motif over a geometric pattern (pictured) to balance comfort with durability.
So ultimately, those pretty patterns are specifically engineered to help your toilet paper perform differently.
What’s the best pattern?
One of the things we've learned from testing toilet paper in the Lab is that there's no universally "best" embossing pattern. Instead, manufacturers are constantly balancing different performance factors.
Some patterns can create more bulk, which may make toilet paper feel softer or plusher. Others can improve absorbency or help bond multiple plies of paper together. But research suggests that the embossing pattern can also negatively affect other characteristics, including strength and durability. Rather than focusing on the “softest” or “most absorbent” toilet paper, brands need to design toilet paper that holds up both on comfort and performance.
This is why two rolls of toilet paper can look—and feel—so different, even if they're made from very similar materials. So don’t get too caught up on the design. Instead, look for an option that works best for your needs.
Grace Wu (she/her) is the senior analyst in the Good Housekeeping Institute's Textiles, Paper and Apparel Lab, where she evaluates fabric-based products using specialized equipment and consumer tester data. Prior to starting at Good Housekeeping in 2022, she earned a master of engineering in materials science and engineering and a bachelor of science in fiber science from Cornell University. While earning her degrees, Grace worked in research laboratories for smart textiles and nanotechnology and held internships at Open Style Lab and Rent the Runway.
