I recently asked my fellow LinkedIn group members what’s the first thing you do when you receive a print sample. There were two responses that came up repeatedly. One, there should be a support group for ink on paper sniffers; and two, print is a highly sensory experience. My experience with Sappi’s promotion, Print &, is proof positive on the subject.
This should come as no surprise to fans of print, but there’s scientific proof explaining why print has such an emotional influence on us. According to a study by Millward Brown, paper based marketing makes a greater impression on the brain than digital. They used MRI’s to test the same image used on screen and printed on paper and the test showed tangible materials leave a deeper footprint in the brain. We process print as being more “real” – it has a place and reference in our memory. The brain associates the tactile experience with its perception of the content, how’s that for subliminal messaging. If you haven’t seen it yet, the print promotion, Print &, by Sappi is proof positive on the subject.
Designed by Studio Hinrichs and printed entirely on McCoy Silk, this piece put me in sensory overload. I found myself doing exactly what others in the discussion had stated. First I ran my hand across the luxurious cover, noticing the smooth hand of the paper and then feeling the spot gloss UV on the image. As I opened the cover, I give the sheet a good flick with my thumb and listen for a snap. It’s my little test of a quality cover stock, at 130# this sheet holds up. As you may noticed by now, I am all about the tactile experience when it comes to print samples.
Inside, I am drawn to the soft touch coating on the interior cover. I page through the piece and am struck by the gorgeous combination of photography, illustration and typography Studio Kinrichs is known for. I notice the balance between the positive and negative spaces. Stopping on a spread that calls readers to interact, I pay attention to the solid black area to see if it passes the “orange peel” test. I scour it looking for the tiniest imperfection in coverage (non-glare coated papers are very unforgiving when it comes to large areas of solids like black or metallics). Of course there’s none – this is McCoy we’re talking about.
As I continue to flip through the piece, I cannot believe I am going to admit this next part, I pull the sample close to my face and take in a good whiff. I’m shameless in my approach. I don’t even check to see if anyone’s looking, I close my eyes and inhale. Before you judge, know that almost everyone who responded to this thread admitted to doing the same thing, along with some other behaviors that could be cause for another study.
Now that I’m over my initial sensory experience, I dig into the content. And man, does this piece deliver. Full of interesting tidbits like “consumers that can afford to access information in any medium state a preference for print.” This translates to over 460 publications alone targeting the wealthy, a 400% increase since 1997. “Print improves brand perceptions and customer engagement,” and “Among 18 to 24 year olds, 69% say they prefer print and paper communications to reading off a screen.” All of this proving how print & other mediums drive greater success using a smart push-pull marketing approach.
This piece would win a place in my keeper file for the design alone, but the fact that it’s coupled with amazing print techniques throughout, stunning photography and illustrations all backed by powerful content makes it one for The Parcel as well. This is what I call paper inspiration. To learn more, sign up to join our community and get inspiration delivered to your inbox.