Let paper help tell the story.

In the not-too-distant past, I quipped about the smell of paper samples. [ more here ]. That may have been a clue into how much I believe paper plays a roll in the selling the concept in a printed piece.

What younger designers struggle with is the use of tactile elements in their work. Gloss vs. dull. Laid vs. Smooth. What’s dif!? A lot. Where you should start is to question the concept, and pair the creative with the best suited paper. I use the following 10 question checklist (in no particular order) to help guide me in picking the right paper.

1) Does this piece need to be environmentally friendly? (this answer is “yes”)

2) Should this piece look expensive? High-gloss and high-textured stocks translate in expensive, although the actual price might not be. Mixing two different stocks in one brochure will move the piece to a higher priced perception.

3) What is the emotional mood of the design? Will uncoated help a calming and touchy-feely concept. Or, is a slick glossy surface needed for an essence of excitement?

4) Who’s handling this? Durability of the paper is a huge factor in handling through delivery, postage, high-traffic.

5) How substantial does the piece need to feel? Heavier poundage of paper will yield thicker books, brochures and stationary.

6) What backs up to what? Show-through after printing can ruin a piece, or enhance it. How thin can it be before seeing the printing on the reverse side ruins the page you are viewing. Look at a weekly magazine or newspaper to see the effect.

7) What happens when the ink hits this sheet? A few papers will print smooth and crisp. Some will print a modeled pattern in thick ink coverage. Some will allow the ink to “spread.”

8 ) How available is the paper? Time is money and missing a deadline because paper is not available will loose you a client. Pre-plan your paper in the concept phase so your prepared to order with your printer. Staying in constant touch with your printer and paper rep is crucial for a print designer.

9) How does it feel on your fingers? No matter how much you think your audience is turning to the web and social media, their fingers still need seducing. How will a laid or eggshell finish turn on those fingers, or a silky or glossy electrify those digits.

10) What is in, and what is out and why should you care? I’m not sure that linen is back in, but is it cool to use this retro texture in your next printed piece? How about printing an entire fashion catalog on butcher paper? Is your piece experimental or mainstream? Its ok to experiment, but make sure your client is cool with it, and more important, their audience will dig it.

Ultimately, we are just animals with five senses. Texture, weight and size tells a story all on its own, even before the audience begins reading. Use it to your advantage.

Filed under: 01 Be Simple. (Observations), coated paper, commercial paper, paper, paper mill, paper selection, picking the right paper, uncoated paper

Tweeting to a better economy. #$hour or #economyhour

Just a thought, “what if all the tweeters posted a local product or service at the same hour, just before lunch or end of the work day?” Would this concentrated influx of testimonial/guerilla advertising encourage us to sink a little cash into our local economies. Would knowing that Margaret loves her new TOMS Shoes, encourage thousands to buy a pair. How about that yummy soup Steve orders–who will run out and purchase their favorite comfort food? Its a big, “what if,” but its worth a shot.

Beginning, well, now. Let’s all tweet our favorite product, or service or online shop the hour before Noon, and the hour before quitting time. Use the hash tags #$hour or #economyhour so we can track and refer to great finds. And, see what happens.

Maybe nothing, but hell, why not. Can the masses move us out of this slow economy? Come on @Oprah, give it a shot.

Filed under: Recent Projects, #$hour, #economyhour, @Oprah, Creativille, TOMS Shoes, tweet

Lamps. The Creativille Tenth Anniversary exhibit.

Creativille is celebrating its tenth anniversary by sponsoring and curating Impressed by Design: Letterpress in the Heartland at the Edwardsville Arts Center (EAC). What follows are twelve lamps that highlight work from the Creativille portfolio.

The lamps are equally spaced along the existing grid of the EAC Gallery ceiling. Using lamps from CB2, we designed lampshades printed on backlit film, and wrapped each one. Under the shade, we silk-screened a caption along with the Creativille Tenth logo.

Enjoy.

Filed under: Recent Projects, CB2 Lamps, Edwardsville Arts Center, portfolio exhibit, temporary exhibit, The Creativille Tenth Anniversary