By Sabine Lenz
We hear it on the news every day. The economy appears to be doing better, but you and I know budgets for paper and printing are still tight, and increases in postal charges are always a concern. Many designers are still challenged to find more creative ways to maximize their resources.
Reduced page counts and conservative print quantities are just some of the solutions. When it comes to paper, unusual finishes and surfaces, as well as the use of metallics and translucents are adding flair to one-color print jobs.
Value-Added Excitement
Specialty papers have the ability to add value and excitement to your projects. Whether you’re designing a sophisticated fashion campaign or business cards for the local grocer, you want your designs to stand out.
Over the last few years, there has been a growing interest in specialty papers used in print projects. Specialty papers are a vivid contrast to computer-generated design, and corporations are eager to use them to create a softer image for themselves. Thankfully, a new generation of production techniques makes it easier to convert, print and finish these papers.
Metallics
Having been around for the last few years, metallics are still very popular. Papers with an overall metallic shine or just flecks of metallics, iridescents and pearlescents in a multitude of colors are coming onto the market. You’ll see a different shade of color depending on the angle of the paper reflecting the light.
Translucents
Now, metallics or iridescents are not only found in opaque papers, but in translucent papers as well. Translucents have come a long way since the days when they were only used as flysheets. Translucent papers make remarkable business cards, invitations and marketing materials on their own.
When I lived in Australia and started my own design studio, naturally I needed a business card. Australia has 18 million inhabitants and only five paper merchants for the entire country. So, paper choices were nowhere near as extensive as in the United States.
I fell in love with a translucent Edward Dunlop paper with fine, white, slightly embossed stripes. Though the paper was noticeably thinner than the average business card and the price was higher, I took the chance.
Every time I handed out my card, I watched people feel the paper for its stripes and hold it up against the light (yes, it really was a translucent paper). Everyone commented on the cards, and that’s exactly what we designers want – an outstanding look and feel for our projects.
At a recent AIGA event, I sat across from a designer who had taken my idea one step further. He handed me a translucent business card printed on both sides, creating a truly special effect.
The variety of colors, textures and weights of translucent papers has increased dramatically and some of them are even suitable for digital presses. So, add a contrasting flysheet to your standard black and white booklet, a simple spot color or blind embossing, and create a memorable impression.
Discover Textures
The European market has led the way in using more textured papers and has even given traditional Laid papers a new surge of interest. Exciting new patterns are pressed into the paper during the manufacturing process, which give it a raised or depressed surface.
The new textured surfaces are exceptional in coated and uncoated papers. Distinctive papers that look and feel like leather (yes, leather), suede and rubber bring that extra oomph to a project. These textures adapt well to a variety of printing processes, as well as embossing and diecutting.
Unusual Alternatives
Don’t forget about papers made from alternative fibers, such as beer, money flakes, hemp, coffee, even garlic. They might not be for your day-to-day jobs, but there is a special application for them waiting to be designed.
Though we hear about the fluctuations of paper companies, mills and paper lines, the choice of paper has never been this unique and elaborate. Translucents, metallics, holographics, synthetics, unique finishes and patterns, weights and colors and tear-resistant papers are just some of the newer papers available today.
Specialty papers may be higher priced than “standard” papers, but they are not out of your reach. They are also available in small quantities. Check with your mill or merchant rep or order them online directly from the mill.
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