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Effects of substituents on the acidity of phenols: Existence of electron attracting group, (for example-NO2, -X, - NR, -CN, -CHO, -COOH) on the benzene ring increases the acidity of phenol since it enables the ring to draw much more electrons from the phenoxy oxygen and so releasing easily the proton.
The strength of the acidity or alkalinity is expressed by the pH scale. Solutions with a pH of 7 are neutral. Solutions with a pH greater than 7 are alkaline. The higher the pH, the stronger the alkali. Solutions with a pH less than 7 are acidic. The lower the pH, the stronger the acid. If universal indicator is added to a solution it changes to a colour that shows the pH of the solution. Diagram of pH scale and universal indicator colours. Here are some examples of acids, alkalis and their pH values.