99 samples of paper on the wall
Every year at this time, paper is top of mind for McGuffin designers due to Veritiv’s annual Chicago Paper Show, the nation’s premier graphic design event sponsored by a paper distributor.
Veritiv, the result of a 2014 merger of International Paper Company’s xpedx division and Unisource Worldwide, is North America’s largest distributor of printing paper, graphic supplies and equipment, serving customers across the United States, Canada and Mexico. It’s also a company McGuffin turns to for paper choices that have a major impact on our printed pieces.
“This year’s 27th Veritiv Chicago Paper Show focuses on the intrinsic nature of paper—not just the utilitarian uses, but the tactile, artistic and visual beauty associated with fine papers. For this year’s event invitation, we selected Curious Mars and Curious Skin for the rich softness, and Mohawk Superfine for its bright, toothy texture. The end result exudes sophistication—and is sure to catch attention. Additionally, to showcase the artistic quality and durability of the Curious and Superfine lines of paper, two intricate Paperolle (quilling) sculptures were created and will be showcased during the event.”
Diane Hoover, art director
Agencies like McGuffin that create memorable brand experiences don’t just seek out the most expensive paper a budget will bear for a given project; rather, paper selection relies on a multitude of factors.
How will the paper respond to the technique used? How will the paper fold and absorb ink? Do all the aspects of the paper and the printing cohesively work together to execute the piece perfectly?
Achieving this perfect balance between art and science is crucial to the impact of the final product—and essentially delivers the brand experience.
In Sappi’s groundbreaking book “A Communicator’s Guide to the Neuroscience of Touch,” written in collaboration with renowned neuroscientist Dr. David Eagleman, we learn: “Touch—it’s one of the five senses that dictates how we perceive the world around us. It’s also one of the most important…it influences emotion and decision making… Brands that really know how to engage their customers are brands that have mastered the science of touch. They understand how to leverage haptics to create impactful marketing pieces that forge memorable and meaningful connections between brand and customer.”
Next time you unbox a new electronic gadget, open an invitation or flip through a publication, take note. The experience was created with much consideration so you won’t soon forget it.
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