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Why_ _ TEXT & COVER? _ USE A PREMIUM PAPER? TO MAKE A GREAT IMPRESSION! T actile materials are an essential brand communication tool. Like words, all materials communicate differently. The look, feel and colour of paper can improve response rates, enhance a brand’s image, or evoke a desired emotion. When recommending paper consider how its colour, finish, brightness, formation, opacity, recycled content and paper weight will work with your printing process of choice. With hundreds of papers to choose from many designers and printers rely on a few favourites— usually choosing white and smooth papers. But don’t limit yourself, there is a world of colour and texture available to help enhance your client’s project. The more you understand these, the better able you are to recommend the right paper choice. W hether a large corporation or a small business with big plans, printed material is one way to spread your brand throughout the world. Premium paper can make a difference in how that brand is perceived. The right paper can set your client’s messages apart. MATERIALS MATTER Mohawk materials: • Enhance tactile interest • Provide haptic memory of the brand • Facilitate outstanding print performance • Communicate quality • Enhance brand message
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WHAT MAKES A PREMIUM PAPER PREMIUM? PULPS, FORMATION, PRINT PERFORMANCE M ohawk premium papers are made from the finest pulps available. Great pulp allows for great formation. These two combined equate with better print performance. Formation is the uniformity and distribution of fibers within a sheet of paper. Ink will go down smoothly on a well-formed sheet. A poorly formed sheet will exhibit an uneven or mottled appearance when printed. Formation is critical to good print reproduction. Ink is absorbed evenly, which yields smooth solids and clear photographic images. Whether you are printing on an offset press or a digital colour printer, formation is the foundation of print quality. Formation is a differentiator for Mohawk premium grades. They make paper the old craftsman’s way— slowly. Better formation equals better printing. Hold the sheet up to the light. A well formed sheet appears uniform. A poorly formed sheet appears “cloudy”. TEXTURE Felt, vellum, laid, vertical, linen—texture adds a unique quality that is both visual and tactile. (haptics) Texture enhances the customer’s brand. Think Tiffany’s (Tiffany’s chose Options Navajo Smooth) or Timberland (Timberland prints on Loop Antique Vellum). Textures give a printed piece memorable character from handcrafted to contemporary. Textures also are a great substrate choice for contrast with specialty processes – think foil stamping on a felt finish. COLOUR/SHADE Although Mohawk sells more white paper than any other shade, colour is a great way to differentiate the printed project by adding a new dimension of impact. Colour adds depth and distinction to any print communication. Using coloured paper is like adding an ink colour, without additional printing cost. Shade will affect the imagery. A variety of whites give customers the choice of softer or bluer or neutral.
