A high reflectivity coated substrate and coating composition employing a binder that includes a cycloaliphatic group and contains a polyester resin having a number average molecular weight from about 1,000 to 40,000. The binder contains less than 40 weight percent aromatic group containing compound and the weight ratio of pigment to binder is greater than 0.9:1. When the binder is blended with rutile TiO2 at a solids loading of 50 weight percent and coated to a dried film thickness of 0.00254 cm, the coating exhibits a Y-value of at least 85.5.