Why UV-Reflective Paint?

For a number of years, I've noticed that the packaging for quite a few salmon lures contained stickers with "Glow" or "UV Glow" or similar.

And, when running our lures out of Westport, Sekiu, and Puget Sound, have experimented with identical lures--one painted with UV-reflective paint and another with a non-UV reflective finish. The results of those tests have shown the UV-reflective paint to be far more effective at attracting the fish.

I've been curious as to the science behind what's happening. And, finally stumbled across an article that helped. Here's a link.