The Secret Power of Paper

We’re turning the spotlight on members of our community and asking them to share their insider secrets with us. Our first guest blogger is Carol Ramsay, Business Development Consultant for Spicers Canada. Spicers Canada is a leading distributor of commercial print and business papers, specialty products, graphic solutions, sign & display media, and industrial packaging products. As you’ll learn in Carol’s blog post, there are no limits to the potential of paper.

The competition for our audiences’ attention has risen to a fever pitch. They are overwhelmed, bombarded with more-more-more, with less impact. In the context of an onslaught of digital messages, consumers are embracing tactile, tangible objects that have permanence, making print communications more relevant – and more important – than ever. Print has the ability to slow people down, activate the senses and command attention. Carefully crafted, thoughtfully designed print is beautiful, effective and memorable.

Like words, print and design, materials can be used to elevate a brand or printed project. The difference between good and great is in the materials you use.

“Paper is a powerful tool, on par with copy and design in its ability to deliver, enhance and create memorable impact. Just as food delivers more than simply nutrition, the flavor and presentation of a meal plays a role in how we enjoy and remember the experience,” said Chris Harrold, Vice President of Business Development and Creative Director, Mohawk.

The secret power of paper is the way that it feels and it can elevate a message if it’s used well or it can say the wrong thing entirely if you don’t use it properly. In a way, paper is the body language of the printed piece. It is the first impression anyone gets when they pick up anything printed. Through embodied cognition, our brains translate the feeling of touch into distinct emotions and impressions.

By taking advantage of the unique qualities of uncoated textured and colored papers, you can create something exceptional. According to Frank Romano, Professor Emeritus, Rochester Institute of Technology, “Better quality materials bring more senses into play – they look different, they feel different, they create an emotional response.”

Consider using beautiful papers from Mohawk or Neenah for your next printed piece.

Tips to maximize of the power of paper:

  • Unify components of a brand by using texture across all printed touch points by making every piece distinct and recognizable.
  • Texture elevates the tactility of printed communications, while also enhancing imagery and lending additional character to photography
  • To make an elegant statement, let the materials do the talking through the use of a simple emboss, deboss or foil treatment.

Print to impress rather than just inform!

 

Thanks for sharing your insights with us, Carol! To learn more about Spicers Canada, visit: http://www.spicers.ca/

Have something you’d like to share? Let us know if you’d like to be featured as our next guest blogger.

Kitestring

Kitestring

We create brands centred around listening to the client, based on audience research, and created with executable strategies. Our process, your story, and rousing creativity come together to create identities that speak directly to your audience.
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