Lateral light scattering simulations of printed dots are analyzed using general radiative transfer theory. We investigated the appearance of a printed paper in relation to the medium parameters like thickness of the paper sample, its optical properties, and the asymmetry factor. It was found that the appearance of a print greatly depends on these factors making it either brighter or darker. A thicker substrate with higher single scattering albedo backed with an absorbing surface makes the dots brighter due to increased number of scattering events. Additionally, it is shown that the optical effects of print also depend on illuminating and viewing angles along with the depth of ink penetration. A larger single scattering angle implies less intensity and the dots appear much blurred due to the shadowing effect prominent when viewed from sides. A fully penetrated dot of the same extinction coefficient as a partial penetrated one is darker due to increased absorption. These results can be used in applications dealing with lateral light scattering.