GRANDVILLE, Michigan – X-Rite, Incorporated (Nasdaq:XRIT), a leading global provider of technology solutions measuring color, light and shape, today announced that its ShadeVision System was awarded Most Innovative New Product of the Year at this year's prestigious REALITY Awards held earlier this month in Chicago, Illinois. The ShadeVision System, an electronic shade-matching device was singled out based on actual clinical use combined with valid and reliable research findings by REALITY Publishing, an authority in product evaluation and testing for the dental marketplace. This award comes at a peak time in ShadeVision's brief tenure. With nearly 1,000 units in the market-and climbing-the ShadeVision System is gaining quick industry-wide acceptance. "This award from REALITY puts an exclamation point on a great first year," said Shannon Gary, X-Rite's Marketing Manager for the ShadeVision System. "As a company, we have enjoyed so much success in other industries where color is critical it's exciting to successfully deliver a proven technology to the dental industry-and even better to be embraced by it."

The ShadeVision System is a valuable and effective communications tool that improves the dental team's ability to deliver natural esthetics the first time. The cordless, handheld ShadeVision System uses advanced colorimeter technology to consistently determine the hue, value and chroma of teeth. ShadeVision provides a simple, reliable shade measurement diagnosis for precise, quantifiable communications between the dental office and laboratory. As a result, the assurance of an accurate shade match is significantly improved compared to traditional techniques. Within seconds, images are conveniently captured and the data is uploaded to the dentist's personal computer for communication to the dental laboratory. This information is easily sent to the laboratory electronically, saved to a disk, or printed out. The lab then has objective data to fabricate and verify the restoration's esthetics. As a result, productivity is improved, remakes are reduced, and patient office time is minimized.

For more information regarding X-Rite's award-winning ShadeVision System please visit www.ShadeVision.com or call 1-866-61-SHADE.

About Reality Publishing
Founded in 1986, REALITY Publishing Company is the premier information source for all dental professionals. Known within the industry for their innovative products and services such as the annual product evaluation edition, the monthly update, REALITY NOW, The Reviews, which is an online literature review service, and now The Techniques, as well as many other resource materials. REALITY is also a well respected independent dental research company. Located in Houston, Texas, REALITY Publishing is a global concern with members worldwide.


About X-Rite
X-Rite, Incorporated is a world leader in producing precision measurement devices, systems and processes that enhance the measurement of color, light and shape. Many large, multi-national firms use X-Rite's products and services for a variety of applications in a wide variety of niche markets including digital imaging, printing, coatings, plastics, retail color matching, dental and advanced lighting. Sales and service offices throughout Europe, Asia and the Americas support the Company's North American and European manufacturing, research & development facilities.

For more information, contact X-Rite, Incorporated, 3100 44th Street, S.W., Grandville, Mich., 49418, USA; Telephone (616) 534-7663; Fax (616) 534-9215; Web site:www.xrite.com

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