Wondering why the familiar “pink” daybook section of Sunday´s San Francisco Chronicle is looking so pasty?

The weekly section in the Sunday paper has been pink for decades. Newspaper spokesman Joe Brown says production concerns prompted the switch to white paper. The newly white section debuted this weekend.

Brown says the Chronicle has wanted to make the switch for some time. Brown said newspaper management made the change to improve production quality and the clarity of photos, illustrations and ads. The section contains arts coverage, reviews and things to do.

The paper kept a thin pink border around the cover of the section. Brown says some readers complained words on pink paper are sometimes hard to read.

The Chronicle´s sports section, “The Sporting Green,” was once printed on green paper. Brown said the newspaper still gets complaints from people who say they wish the section was still green.