An image-based measurement technique that directly measures the crepe pattern on a moving sheet employs a suitable arrangement of illumination, optical elements, and an imaging device to obtain digital images of the sheet surface. The image resolution is sufficient to represent tissue crepe folds at the scale of the crepe. A spectral analysis of some or of all the images reveals the crepe folding pitch. Further analysis of the image optionally reveals other crepe structural parameters, such as the distribution of crepe fold orientation angles and distribution of linear fold lengths. Corrective actions can be implemented in response to changes in the crepe structure. The pitch of creping is the primary parameter for describing the crepe pattern; in addition, analyzing the images with a gradient operator can yield information regarding the orientation of the crepe folds and distribution of angles of the crepe furrows on the hood side or equivalently of the crepe seams on the cylinder side.