He was deluged with questions (and loved it!). Those he didn’t have time to answer online have been addressed below and cover queries about using the BRC certification logo, how density affects color, when Pantone Color Guides are updated, how to get good ink opacity on dark stocks and much more.

Q: Are the scented inks environmental?
JA: I see no reason why printing scented inks would have a more adverse environmental impact than your typical commercial printing.

Q: What option is more sustainable?
JA: Between soy and linseed for example, I view them as equally sustainable.

Q: Are there other inks just as green as soy inks?
JA: Yes, there are other alternatives every bit, if not more, responsible than soy inks such as linseed.

Q: So soy inks / vegetable inks also contain vehicles and additives?
JA: Yes, they will all have a vehicle system that may in itself contain vegetable oils such as linseed or soy. Most ink will have additives of some sort such as wax compounds or driers.

Q: Is it true that soy fields are being planted in areas that have been razed of valuable forests?
JA: I would hazard to say that this is true, not only of soy, but of various crops.

Q: Are there then hydrocarbons in soy ink?
JA: There sure could be. The soy seal indicates that the product has met the minimum requirement of soy content. It does not indicate the absence of other products.

Q: Are methyl esters much more toxic and in essence exchanging one negative for another?
JA: I do not believe so. According to the EPA in this link, www.epa.gov/ttn/oarpg/t1/meta/m9499.html, regarding methyl acetate:
“EPA is excluding methyl acetate as a VOC because scientific evidence shows it is “negligibly reactive,” meaning it contributes little or nothing to the formation of smog.”

Also, “Methyl acetate is not listed as a hazardous air pollutant under the Clean Air Act. In fact, methyl acetate is a potential substitute for other solvents that are hazardous air pollutants.”

Q: Do these inks cost more?
JA: For now they may cost more, but there are cost advantages to be seen as well such as reduced permitting fees and oven costs.

Q: Do printers have to be certified to use this?
JA: Printers do not need to be certified to use the BRC logo. It is the ink maker who goes through the registration process. If the printer is using the appropriate registered ink, then they can use the logo.

Q: Where can I find more info on NAPIM?
JA: www.napim.org

Q: Any idea what percentage of U.S. printers are actually using U.S.-manufactured inks with no heavy metals? E.g. how likely are we to find a local printer with that option?
JA: I would say the likelihood of having material printed in the U.S. with lead-based or chromium-based pigments is minute to non-existent.

Q: How often are Pantone Color Guides updated?
JA: They have been following a yearly cycle in my experience.

Q: Using any other than 4-color process is very wasteful in press wash ups etc. and should be noted.
JA: Yes, the ability to run 4-color or Opaltone process continually, not only saves on materials and wash ups, but also time.

Q: Why do some pigments shift in color from aqueous coating?
JA: It is because the amine (most aggressively a Tri-amine) from the aqueous coating attaches to the central carbon of the chromaphore of the susceptible pigment essentially de-activating its reflectance property.

Q: How does density affect warmth/coolness of color?
JA: For example, a red will run cooler or bluer at less density and warmer or yellower at a higher density.

Q: Do you have a recommendation for getting good ink opacity on dark stocks?
JA: Typically, mixing in titanium dioxide will help to increase the opacity of the ink. Keep in mind that a layer of offset ink can only achieve so much opacity.

Q: Can you expand on the basic difference between pigment inks and dye-based inks, costs, characteristics, etc.?
JA: Dyes are solubolized into the vehicle system in which they are applied. Whereas, pigments are suspended in the vehicle system. Costs will vary between colors.

Q: Could the Glow-in-the-Dark be a UV process?
JA: Yes they have UV screen, flexo and offset from CTI.

Q: Are there any issues related to halftone screening of spot colors?
JA: There can be, typically spot colors are not formulated with sharpness of dot in mind. However, if your ink maker is made aware of this use, they can make adjustments, if necessary, to keep those screen values printing clean.

Q: Can you touch on limitations with scratch-off types of inks?
JA: Typically these are going to be screen or flexo printed. However, there is a scratch-off foil available that works very well and may be the right solution for certain jobs.

Q: If the printers I normally work with don’t tend to work with some of these more specialized effects, how can I help them find information on a specific coating/effect? Or how can I locate a printer that works with, say, soft touch coatings in my area?
JA: I suggest having a discussion with your current printer(s) and suggest that they obtain information from their ink, coating and paper companies on the various effects available to them.

Q: Does the glow ink leave a sheen over the spot?
JA: Good question. Any time we go over the top of another layer, there is the potential to have a sheen difference. Having drawdowns made prior to printing will help you anticipate how drastic it will be. Thus, giving you the opportunity to try alternative measures.

Q: We use a lot of SAQ coating. Can we use SAQ for recycled paper products?
JA: If I am correct in assuming SAQ stands for satin aqueous coating, then yes you can. Depending on the weight of the stock, you may need to go to a low or no-curl formulation.

Q: What are the “green factors to consider for the various special effects?
JA: VOCs, Hazardous Materials, renewable natural materials, distance traveled. These are some of the areas I consider when evaluating materials.

Q: Will ink drawdowns ever be able to show a percentage of a PMS color?
JA: Yes, these can be made; however, I am not a big fan of them because the screens produced on a typical drawdown press don’t approximate well to what will be printed live. This causes confusion in color communication.

Q: Is there a place to find a list of printers specializing in “green inks” in a specific region (SW Ontario for example)?
JA: I would start with CPIA, the Canadian Printing Industries Association, find the closest chapter and see if they have any recommendations. Their Web site is www.cpia-aci.ca/.

Q: In regards to vacuumized metallic pigments, what papers do you recommend to get the most “foil-like” effect? Would this be more cost effective than using an actual foil?
JA: I highly recommend obtaining drawdowns on a few paper stocks as the effect will differ and this will give you several papers from which to choose. On smaller runs, it can be more cost effective.

Q: What is the lowest quantity that justifies using a specialty ink such as scent or thermochromic?
JA: I don’t think there is a set minimum. It will depend on the piece.

Q: Are soy-based inks with 20 percent soy 80 percent pigment and additives or are there hydrocarbons in it as well? There sure could be.
JA: A better indicator of renewable natural resource content will be the BRC rating.

Q: I’ve been told that metallic inks are too soft to not coat. Not true?
JA: It depends on the job. If you are going on a matte stock, I definitely would want the protection. Also, packaging and covers are areas where protection should be a high consideration.

Q: Generally speaking, are UV inks (and UV printing process) more environmentally friendly than conventional offset inks?
JA: To be honest, I don’t know. I do know I can ask five different “inkies” who are well versed in the matter and get differing opinions. The UV has the benefit of zero VOC, but conventional processes can be so minimal these days as to not make that a part of the argument.

Q: Can you do strikethrough effects with soft-touch coating?
JA: I don’t see this working. As the typical strikethrough is dull overprint varnish “striking” through gloss coating. The soft touch being a very dull coating already, I find it hard to imagine anything printed underneath showing much contrast.

Q: Sorry – what about barium and copper for example? I’ve got references that list dozens of pantone colors requiring that stuff.
JA: I goofed. I used the term heavy metal, which can have different meanings to different people. When I was referring to heavy metals, I was specifically discussing the CONEG metals: lead, cadmium, hexavalent chromium and mercury. I do not consider copper, zinc and barium heavy metals, but that term is not a scientific term so I need to refrain from using it.

Q: Does it cost a printer to register their inks on Napim.org so they can use logo?
JA: It is the ink manufacturer who needs to obtain qualification and registration for the BRC program. The printer need only use a registered ink.

Q: Can you provide a few ink brands that are making UV inks with vegetable base?
JA: I believe INX, Sun Chemical and Flint all have UVs containing soy at the least.

Q: Are ink manufacturers going green, in terms of using green energy to manufacture green inks?
JA: I’d like to answer this question in 24 months and have a resounding yes to give you. We discussed the BRC program in the Webinar. That is Phase I of the Environmental task force for NAPIM. Phase II and III will be diving into life cycles and processes.

Q: How green are waterless inks vs. conventional inks, is there much difference?
JA: As far as the ink formulation goes, I see no reason why one would have environmental benefits over the other. However, in terms of processes, I can see that the waterless would have benefits due to the lack of fountain solution chemistry assuming that the plate portion of the equation is equal.

Q: Can I scent banana paper or sugar cane paper? Where would I find coffee or lemon scented inks?
JA: Yes you can. Check out scentisphere.com for more information on scented inks and coatings.

“This is a sham,” Cynthia was up in arms, “A friend told me that there actually might not be any FSC-certified pulp in the FSC-certified paper that I buy! Then what about recycled pulp and … what is all this talk about auditing and … how can I trust anybody anymore?”

Okay, I never said eco-certification was easy, but Cynthia’s friend definitely didn’t do the best job at explaining the ins and outs. So let me try.

FSC, and SFI for that matter, both certify forests to ensure they are managed in an environmentally and socially responsible manner. Yes, they have differing standards, but I’ll write about this aspect in the coming weeks.

For now, let’s just keep it simple and say this: Both FSC and SFI care deeply about our forests and the environment. Their respective labels provide you and me with the assurance that the paper products we’re purchasing come from forests managed to conserve biodiversity and support local communities.

This is what we all have heard for years now. It is a good and noble cause, and we support it.

Where does the pulp come from?
As we agree on this, we can also agree on the fact that the FSC/SFI pulp has to come from certified forests. The certification of the forest as such is the part you and I can easily understand.

An independent auditor (both SFI and FSC work with third-party auditing companies) goes out to the forest that wants to be certified and makes sure it fulfills all the criteria required by the certification model.

This doesn’t just include visiting the actual forest, but also includes aspects like: making sure the forest workers are skilled; ensuring that no pesticides are used in managing the forest or that no genetically modified trees are planted – the standards are extensive.

Once the trees are ripe (fully grown), they are harvested and brought to a certified pulp mill.

NOTE: There are only around 40 FSC-certified pulp mills in North America producing somewhere between one and three million tons of certified pulp. Some of these mills produce their own paper from this pulp, but many paper mills in North America are non-integrated (meaning they don’t make their own pulp). Non-integrated mills buy their FSC-certified pulp from those certified pulp mills on a contractual or first-come, first-serve basis.

How is the pulp handled?
If we all wanted to buy 100 percent certified papers tomorrow, there just would not be enough pulp available to keep up with the demand. So, the most common logos we see today are those of “mixed sources,” papers that contain a certain percentage of certified pulp. Are you still with me?

The original idea – and a logical one at that – was to ask the mills to ensure that the certified pulp was stored separately from the rest of the mill’s pulp and was used in the papermaking process separately and … But if you have ever been at a paper mill, this poses quite a challenge.

For one, a paper machines run 24/7 (except the yearly downtime for maintenance), so asking a mill to stop and start the machine to make certified paper is an economic impediment.

Volume Sharing
Over the years, in an attempt to make the production of certified papers economically viable, FSC and SFI have adopted a “volume credit” system. A confusing term to be sure. I prefer “average percentage.” Let me explain with an example.

A mill produces 100 tons of paper a year. It buys 10 percent of the pulp needed from a certified pulp mill. In order to not have to interrupt its workflow, the mill and certifying body agree that this 10 percent can be called out on specific paper lines the mill produces. In our case, theoretically 100 percent of the mill’s paper could be called out as 10 percent FSC /SFI certified.

So far this all makes sense right?

Let’s take it one step further and say the mill wants to offer a specific paper line with a higher certified percentage to its customers – Brand XYZ is 20 percent certified. Now the mill can only label 50 percent of the papers it produces as 20 percent certified.

The Audit
The certifying body keeps a close eye on its mill clients and conducts yearly audits, which include lots of paperwork including checking invoices for certified pulp received to ensure that a mill doesn’t market or claim to have more certified papers than the percentage of certified pulp that it purchased allows it to claim.

This again is to assure you and me that we get what we pay for.

Does this mean that theoretically the specific paper you and I buy does not contain the full 30 percent FSC / SFI pulp it claims? Sorry, but yes.

And by the way, the same “average percentage” principle applies to the recycled content claims made by pulp and/or paper manufacturers.

The bottom line is that we are “paying” for the overall efforts a mill makes to be sustainable and offer certified papers, thus providing our forest managers the incentive to certify, while staying economically viable.

——

Seeing designers worldwide struggle to stay current with new papers and paper trends inspired Sabine Lenz to create PaperSpecs, an independent and comprehensive Web-based paper selection tool and weekly e-newsletter. Growing up in Germany, she started her design career in Frankfurt, before moving on to Australia and the United States. Lenz worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG. Lenz is a noted speaker and author on paper issues and educational topics related to the paper industry.

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It was apparent that attendees were passionate about buying sustainable paper. It was also apparent that we needed to address the questions in more depth than the limited online time allowed. We asked two industry experts to help us do exactly that.

Wendy Jedlicka, president of Jedlicka Design Ltd. and author of Packaging Sustainability, along with Peter Nowack, founder of PrintLeadership, provided their input on the questions we received. Their answers are listed separately, one after the other, but please note that they are not part of a conversation between the two.

Q: How do you justify the use of plastics from an environmental perspective? The fact that you can incinerate them or landfill them is not a “green” plus. To use this as a green argument seems to be disingenuous and a greenwash.

PN: This one was my question, I believe, and I stand by my sentiment that to call items that have to be landfilled or incinerated “green” is intentional deception (or the message of one who has no idea what “green” is.)

WJ: Incineration is not a plus for sure – even if you’re burning leaves. But it depends on what the plastic paper is being used for. As a mindless replacement, it’s a bad choice; but when you need water resistance, it could have benefits over laminated wood pulp (energy savings, virgin wood pulp, durability [more use-time per unit], etc.).

Q: Are digital synthetics recyclable? Are there environmental concerns with the production of this paper?

PN: I cannot answer specifically – I don’t know the manufacturing process – but if the substrate is PVC, then somewhere in the manufacturing process there is a risk associated with dioxins and PCBs and a whole host of other nasty things. I am attaching a Greenpeace paper on PVC production, which though a decade old, is still germane. When we consider environmental risk, we need to consider upstream as well as downstream impacts. In a global marketplace, the upstream impacts can take place far away from the manufacturing location of the final product.

WJ: Some are in a closed-loop system. But what are we calling recycling? True recycling like glass, or downcycling like type 7 into plastic lumber?

Q: How can you state “indefinite recyclability”? They are NOT recyclable.

PN: The use of the term “indefinite recyclability” is, in the best of cases, doublespeak – and in this case totally inaccurate. If I heard the speaker correctly, he was talking about how long this stuff lasts, so it doesn’t have to be “recycled” (more accurately, “disposed of) for a long time – an indefinite time. This has nothing to do with recyclability.

WJ: Natural pulp fiber is not “indefinitely recyclable.” It can make six trips or so before becoming too broken to use.

Q: Is there a risk of Synthetics contaminating the recycled paper stream?

PN: There is always a risk of contaminating the recycled paper stream, and it happens all the time. (I have heard of instances where heavy machine parts are put into bundles of recycled cardboard to increase the weight and the corresponding revenue.) If non-recyclable fiber is not properly separated from recyclable material, it will likely result in increased waste-to-landfill.

WJ: Absolutely. But for some recyclers it doesn’t matter all that much. Many are now taking milk cartons – lovely white board sandwiched between layers of PE, requiring no deinking as ink never actually touched the board. The new repulpers simply grind the feederstock small enough to release the white pulp. The PE laminate with the ink stuck to it simply floats away. Unfortunately then that PE/ink combo becomes part of the toxic sludge left over.

Q: How do you avoid synthetics contaminating the paper-recycling stream?

PN: Don’t use them.

WJ: Don’t call it recyclable. OR, make it so it easily disintegrates in the pulper. Though it will still become part of the toxic sludge left over.

Q: You mentioned that some of the Synthetics are great for outdoor promos of 30-60 days etc., yet given that they are not recyclable (yet) or are from synthetic, nonrenewable materials, I would encourage everyone to think beyond that time frame to look at the big picture. Some of these synthetics may in fact live way beyond their intended usage, as you say, almost “indefinitely” and still end up in the waste-stream without biodegrading. We need to consider the entire life cycle: sourcing, manufacturing and end-of-life. Yes, these products can be used a long time and then can be thrown away, but really, where is “away?”

PN: Good point. We have pretty much run out of new “away” places and are building on top of our old “aways” – with not terribly great results (methane seepage is not a lot of fun).

WJ: “We need to consider the entire life cycle: sourcing, manufacturing and end-of-life.” This is completely true, but functionality is also part of this equation. What function is the “paper” performing? You have to weigh the physical thing against its intended purpose. You can’t just weigh variables in a vacuum.

Q: Do Synthetics have a life span?

PN: There is a physical-property life span, and a much shorter “useful life” span. When the promotion is over, the printed piece is no longer useful – that happens very quickly in this day of disposable ideas. Better to print on something that can be easily recycled.

WJ: Everything has a life span.

Q: Could recycling or manufacturing legislation affect synthetic paper products?

PN: It could. Germany insists that manufacturers take total life-cycle responsibility for their products in that country. But in this country, don’t hold your breath.

Q: Has a lifecycle analysis been performed on synthetic papers; and if so, are the results available?

WJ: Some studies have been done on these papers, but from what I’ve seen so far, they are sponsored by the manufacturers. Some good third-party investigation would be in order.

Q: Is there dependency on foreign oil in its production?

PN: Interesting question, but it really doesn’t matter if it is foreign or domestic – it is still hydrocarbon, with all of the greenhouse gas, VOC and toxicity problems of hydrocarbon production. Oil is not healthy for printers and other living things.

WJ: Depends on the paper, and where it’s made. Plus what “foreign” entity are you worried about? In the United States, we get only about 18 percent of our oil from the Middle East. I’d be just as worried about our local foreign oil coming from Canada’s oils sands. Plus how is the “paper” made? Using alternative energy or mountain-topped coal?

Q: What is the actual recovery rate for Synthetics?  Paper is at 57 percent.

WJ: Effectively zero.

Q: How can PVC substrates be incinerated safely?

PN: Lots of things can be safely incinerated (if appropriate exhaust scrubbing technology is employed), but it takes a lot of fuel to get rid of the stuff we don’t want – unless the heat from incineration is used to generate energy, getting rid of waste is itself a wasteful process. And, there is no guarantee that the incineration will be done in a place that employs appropriate technology. A lot of our waste gets shipped offshore – who knows what technology (if any) is employed in such places.

WJ: They can’t. PVC is a product that should never have been produced period.

Q: Paper accounts for 25 percent of landfill waste. So how does using a synthetic substrate ease the burden since it’s not easily recyclable or burned safely?

WJ: It eases the burden on virgin tree harvesting, not landfill or incineration.

Q: What do you mean by “inert” and “benign?”

PN: See the Greenpeace document for a discussion of what can happen when PVCs are landfilled. And, while the finished sheet seems relatively inert and benign, remember to consider the upstream impacts associated with PVC production. My question to the manufacturer is WHAT ASSURANCE CAN YOU PROVIDE ABOUT ANY OF YOUR ENVIRONMENTAL CLAIMS?

WJ: Inert and Benign are very specific. It doesn’t readily bioaccumulate. Example: Glass is inert.

Q: There are “plastic” boxes sometimes used for things like lettuce in the grocery store that are actually made from corn. Do you know if bio-products like that have been tried to create products w/similar water proof, strength, etc. qualities like these synthetics have?

WJ: Sort of. PLA films are in production, but so far work best as structural films (Vacuum-formed clear boxes for fruit) or clear folding cartons. The thinner films (about the same weight as the paper) they’ve used for window films (cake boxes), but this is too fragile for a whole sheet of paper. Even thinner films for laminates.

Q: How many times can Synthetics be recycled?

PN: Well if a product must be incinerated or landfilled, then the answer is ZERO.

WJ: What is your definition of recycled? Which synthetic?

Q: Are manufacturers doing anything specific to work with municipal recycling systems?

PN: Recycling is a market-based activity. When there is a market for recycled something, AND the technology to recycle it is available and not prohibitively expensive, AND the costs of sorting and transporting the material to the recycling facility are not prohibitively expensive, AND there is sufficient material in the waste stream to support an ongoing enterprise, then that something has some possibility of being recycled. If not, it is just disposed of.

WJ: Don’t know, but unless they want to start another PLA Bottle moratorium counter action again, they better have this on the front burner.

In today’s tip, you’ll learn about the professionals ready to help you. It is absolutely the very first thing you should consider, because getting something printed well and to your liking requires expertise. Unless you have it, you must work with someone who does.

You have lots of choices.

1. Buy your printing online.
There are many excellent e-commerce printing sites that make it easy for you to order materials online 24/7. Names that come to mind include www.Printingforless.com, www.vistaprint.com, and www.48hourprint.com, though there are many, many more.

These sites offer a variety of products that you can customize by using their templates. You can even upload your own graphics. I have used these sites myself and love their easy functionality, real-time price calculations and their convenience. The quality of products I’ve purchased online has been excellent.

Recommended for simpler products such as stationery items (letterhead, business cards, envelopes), notecards, postcards, promotional items, etc. Such “commodity” type projects are perfect for e-commerce sites. You get tons of options, and jobs get printed very quickly.

2. Work with a graphic designer.
Most graphic designers design for print, but you need to be sure. Don’t assume every designer works with commercial printers. Some only design for the Web.

Even though you (or your child) may own a Mac, unless you have the technical expertise and creative skills to build print-ready files, get thee to a designer.

Designers typically work with one or more printers and will get estimates for you, recommend which printer to use, send the job directly to the printer, do a press OK if warranted, and, in general, manage the production process on your behalf. The designer acts as your professional agent with the printer.

3. Work directly with a printer.
Most corporate print buyers (including agency buyers) work directly with print manufacturers. For companies with steady/significant printing needs, this is the logical and practical path to take (see #4 and #5 below as well).

The challenge lies in identifying the most appropriate print manufacturer(s) for your needs. Every printer is different. It is a highly competitive industry, with over 30,000 commercial printers in the U.S. alone. Pricing will vary, as will specialties, quality and service. (The current economy has driven prices downward at the moment. The phrase “printers’ profits” is nearly an oxymoron.)

By the way, many printers have designers in-house, or they work with graphic design firms, so if you don’t know a graphic designer, ask your printer.

4. Work with a print broker.
Another option is to work with someone who works with (not for) different print manufacturers. Traditionally, such firms (or individuals) are known as print brokers, although I get into hot water when I use that term.

Brokers differ from printers in one key way: they do not own printing equipment. They are not employed by a particular printer. Rather, they work with (or represent) several manufacturers. I think of them as print sales reps who have a broader reach.

As a customer, you will notice no difference working with a print broker vs. a print sales rep from a particular firm. Your broker should assume all of the same responsibilities a print rep would; that is, he or she will manage the production of your job, get your estimates, do your press OK (if warranted), troubleshoot, and in every way make sure your job delivers as expected.

5. Work with a print management firm.
Print management firms are not well known yet in this country, though they have long been a part of the UK’s printing landscape.

These firms specialize in business process outsourcing. Print sourcing is just one of many services they offer.

Companies hire print management firms. They might choose to have a PM firm handle all of their print procurement, rather than have in-house experts. An individual who needs some printing done would not seek out a print management firm.

6. Work with an independent print production expert.
You may be lucky enough to know of an individual who has significant experience as a professional print buyer or print manufacturer. These days, I’m seeing more and more individuals hanging up a shingle, as it were, due to plant closings and print buyers being laid off. Such pros will be harder to find. Let’s hope they are promoting themselves in your neck of the woods.

You have to do some sleuthing to find them on a search engine. Try searching on the following terms: print production specialist, print consultant, print buying expert, etc.

7. Work with the printing/copying centers in the “big box” stores.
Printing is so much fun that everyone wants to get in on it. If you visit one of the large office supply stores, you’ll see that they offer printing services, too. Staples, Office Depot and Office Max all offer these services.

These retail centers are perfect for consumers and small business customers. They have digital presses and other equipment on the premises and send out work that requires offset printing.

These are the seven different options you have when starting out as a new print customer. Each has its pros/cons, and each is appropriate for certain situations and projects.

——
Copyright 2009 Margie Dana. All rights reserved. No portion of this article may be reprinted by any means for any purpose without express written permission of the copyright holder. The article is reprinted here with permission. It’s one of “Margie’s Print Tips,” a free weekly e-newsletter published since 1999 by Margie Dana. Subscribe at www.printbuyersinternational.com.

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Pickle? Nah. Grass? Nope. Coffee? Getting warmer! The addition of scent was the irresistible attention-grabber on one recent issue of Georgia Printer magazine. So how’d they do it and what aroma did they finally choose?

Every issue of Georgia Printer is unique because a different member of The Printing & Imaging Association of Georgia (PIAG) produces it. Not only does the member donate 100 percent of the costs of production, he or she has also committed to showcasing the power of print by featuring a unique printing process or “twist” on the cover.

The result of this special collaboration produced yet another fun and refreshing example from the world of print. (And no, it’s not chocolate.)

Why Scent?
Pat McBride of Envision Printing in Marietta, Georgia was the first to suggest a scented cover for the Fall 2009 issue. The idea was an instant hit because it’s something that you can only do in print, and it’s also something fun for readers to pass around to customers and colleagues.

Print is already so visual and tactile, to add scent is like icing on the cake (and yes, cake was considered for the scent!) Pat reached out to Scentisphere, who agreed to donate its product Rub’nSmell, and the project began.

Scentisphere e-mailed a list of all the available scents. After receiving a slew of requested samples by mail (like coffee, grass, leather and pickle), bubble gum emerged as the clear winner. Scent is proven to create an emotional response and elicit memories, and bubble gum evokes a sweet childhood moment.

Design
The design of the cover had to be fun and direct, obviously suggesting that the viewer should smell it. Taking the literal approach visually makes the brain connect scent and image faster.

Graphic Artist Mackenzie Brookshire scanned in actual Dubble Bubble gum pieces and cut out each one to put them on a rich black background. She unwrapped one piece of gum to lay the “Scratch & Sniff” text over. To show Envision where to print the scent, she supplied artwork of the 6” x 6” coverage area as a black solid layer, which the printer treated like a standard spot color.

Paper
Neenah Paper donated Sundance 70 lb. Text for the inside text pages and Sundance 80 lb. Cover for the covers. It is FSC certified and 100 percent recycled so it was a good choice for Georgia Printer’s sustainability goals.

The uncoated finish worked nicely because it was the first time the books were perfect bound, and the combination of the two made it feel more substantial. The scented varnish did not show up at all on the covers, which was an initial concern.

Printing and Production
Envision worked with Scentisphere for best practices when printing with the scent. The varnish yields 300,000 square-inches-per-pound, so the entire project only needed about a half a pound for 3,500 8.5” x 11” covers (with scent over a 6” x 6” area).

On press, Envision ran the sheets through for ink first, let them dry, then ran them through again and hit them with scented varnish to get the strongest amount of smell possible. There were no production issues other than a pleasant bubble gum scent throughout the facility while the job was running (If you try this with something less appealing like stinky cheese, beware!).

The U.S Postal Service restricts mail where the scent is exposed on the outside of the mailing piece (like our cover) so Georgia Printer ordered polybags ahead of time. The polybags helped retain the scent throughout the mailing process and were inexpensive, making for a good addition.

The Response
Printers were glad to have an example of something only print can do to share with customers. Their customers requested copies too, and Georgia Printer expanded its audience a bit more.

The best example of the response was when a man came into PIAG headquarters and suddenly asked, “Do you have any gum?” When it was pointed out that he was standing directly over a stack of Georgia Printers, he chuckled at his powerful response. Imagine what that could do for sales!

It’s so important to grow relationships with your printers, finishers, paper suppliers and anyone in the industry who can help you achieve brilliant results. You would be absolutely amazed at what print can do today. It is one of the most versatile, adaptive technologies out there and always has been since the first printed word.

If you want to know more about scented inks, inks that glow, eco-friendly inks and inks in general, then be sure to register for PaperSpecs’ free Webinar. It’s tomorrow (February 11, 2010) at 2:00 p.m. Eastern so don’t delay! Register here.

—-

Ashley Lenz is editor-in-chief of Georgia Printer magazine and marketing & communications manager for The Printing & Imaging Association of Georgia (PIAG).

Contact her at alenz@piag.org to request your copy of the Fall 2009 bubblegum-scented issue of Georgia Printer magazine. The magazine is free of charge (Copies available while supplies last).

“At [insert corporate name here], we see sustainability as one of the most important opportunities for both the future of our business and the future of our world.”

This quote is actually from Walmart, but could just as well be from any number of companies today. The retail giant is pushing its sustainability initiatives and creating some sizable pressure on its suppliers here and abroad to get with the program.

The company created a short video called “The Secret Life of Sour Cream” that explains what Walmart and the businesses producing the sour cream are doing to make it a more sustainable product.

While my vegan friends would have other valid points about the cows in this clip, I want to focus on some of the important underlying lessons it holds for those of us going green and marketing green. Why? Because sustainability has become a key issue for organizations of all sizes.

The Company You Keep
“Focusing on sustainability is a requirement for responsible businesses today,” says Geoff Verney, VP at Monadnock Paper Mills. “It is important to reduce the environmental impacts of manufacturing through continuous process improvements. Most companies want to do business with companies that demonstrate  a commitment to sustainability. Some companies will only do business with suppliers committed to sustainability.”

This becomes even more evident as businesses seek to work with like-minded operations. The suppliers in the Walmart video have taken the steps to become knowledgeable about the environmental impact their businesses have, are actively involved in creating more sustainable practices and are saving money in the process. A win-win for stakeholders up and down the supply chain.

So if you’re not concerned about the company you keep, you’ll be doing more than playing catch up. And if you don’t inform your clients that you’re actively part of these deeper solutions, how will they know?

Understanding “Green”
EcoAlign, a strategic marketing firm specializing in green issues, has released a report that shows that, while consumers care about green issues, they don’t understand much of the basic terminology or make clear distinctions between terms.

Compared to two years ago, consumers today have a greater understanding of the importance of conservation and clean energy, but have not moved this awareness into action.

The Walmart video is one example of the type of communication needed to turn that around. It explains to potential customers what the issues are and how the company is tackling them. In the end, there’s a more educated consumer who feels they’ve made a better choice among competing products.

If you can’t do a video, then think about publishing a sustainability report or posting a list on your Web site of the environmental initiatives your company is undertaking. Make sure your sales force is educated and able to speak to clients’ sustainability needs and goals. Don’t forget to explain how your actions make a customer’s world better and his or her bottom line healthier. This kind of communication makes it easier for our customers to move from awareness to action.

Tooting (no pun intended) Our Own Horn
For those who may not have watched the Walmart video, let me mention here one of its highlights. The milk for said sour cream comes from cows at Twin Birch Dairy Farm, which uses a methane digester that converts the methane gas from cow manure into electricity. No small matter for sustainability considering methane gas has a greater impact on global warming than all tail pipe emissions on the planet, is a renewable resource and saved Twin Birch $12,000 per month.

But you have only to look at the paper industry to find examples of innovation and leadership in the sustainability movement that are second to none.

The Neenah Paper mill in Wisconsin has developed an award-winning method of producing green steam by converting some 5,000 tons of sludge (sludge is the residual semi-solid material left from industrial, water treatment or wastewater treatment processes) into steam, electricity and glass aggregate every year. This reduces its natural gas consumption by 80 percent annually.

Wausau’s Brainerd mill calls a hydroelectric dam its own. NewPage and Domtar employ biomass fuels, which in both cases cover more than 50 percent of these companies’ total energy use. Mohawk Paper offsets 100 percent of its energy use through the purchase of windpower credits.

There are design guides and environmental calculators on nearly every mill Web site showing savings in terms of trees spared, greenhouse gases prevented, energy not used or miles not driven. Labels from eco-certification schemes like FSC and SFI are explained and available for clients to place on their own products. The availability of higher postconsumer recycled content papers is increasing.

The bottom line is that neither sour cream nor sustainability should have a secret life. We need to be practical about what our environmental initiatives are, what they mean to customers and clearly tie them to the economic benefits. So toot your horn about manure digesters or specing eco-friendly paper and packaging or using FSC-certified printers or …

——

Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine Lenz to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. Growing up in Germany, she started her design career in Frankfurt, before moving on to Australia and the United States. Lenz worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG. Lenz is a noted speaker and author on paper issues and educational topics related to the paper industry.

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In the bad old days, only “hickie,” stripper” and “bleeding in the gutter” had two or more meanings. These days, the graphic arts industry is characterized by words that defy precise definitions and impair communications.

Some trade associations and consultants publish research using terms that haven’t been defined to survey respondents, thereby making results questionable. Here are nine of the terms to which different people provide different operative definitions.

Print Buyer. Our research indicates that only about twenty percent of those to whom print companies refer as “print buyers” spend more than half their time purchasing and coordinating the manufacture and distribution of print.

In a recent survey for a commercial printer, respondents were asked to describe their job function. No one responded “Print Buyer.” That function has been co-mingled with the design or management of other advertising, promotion or marketing media. A print buyer no longer perceives himself or herself as a print buyer.

Large Format. To someone with a copying machine, a 9” x 12” image may be “large format.” To a traditional sign company, “large format” may be synonymous with the 4-color images increasingly found on the sides of 53-foot tractor-trailers. Magazines are devoted to the subject of “large format” imaging, but seldom is the term defined.

Digital Printing. This is probably the term that results in the most communication difficulties. Upon receiving a promotion piece from Printing Industries of America about a conference on the subject, I wrote to the organization asking for a definition of “digital printing.

Does it encompass DocuTech and other black-and-white copiers? If so, that technology goes back to the early 1980s. Does the term encompass variable data color printing? If so, pioneers Indigo and Xeikon were introduced in 1993. Does it refer to color copiers capable of receiving 4-color electronic files? Does “digital printing” also refer to digitally driven presses? If “digital printing” is defined as toner-based imaging, how are Indigo and Océ presses, which don’t use traditional toner, categorized?

Fulfillment. I am suffering from “salmon syndrome,” swimming upstream. Fulfillment, redemption and conversion are religious terms that aren’t very descriptive of graphic arts services.

Yes, there is a better, more descriptive term: “customized distribution services.” Even “customized post-bindery services” is better than “fulfillment,” which fails to encompass or imply such important functions as mail list procurement, list maintenance, inkjetting, mailing, testing and other activities.

Quick Printer. Until the last several years, there was a relatively clear delineation between a quick printer and a general commercial offset printer. In recent years, buying organizations’ pressures for quick turnaround times and decreasing quantities met the increasing sophistication of so-called “copy centers.”

Today, there are commercial printers with full-size full-color offset equipment that also have toner-based boxes. The differences in the two types of printers have blurred. In terms of speed, everyone is a quick printer. And electro-static imaging has become acceptable to even the most demanding, critical experts on reproduction quality.

Spam. The subject of spam inevitably arises in a discussion of the cost and effectiveness of print compared to other media. Recent research by Epsilon involving thousands to respondents reveals no common definition of the word spam. Some consider it to buy any commercial communication from any organization. Others refer to spam as any message they consider to be irrelevant. Many respondents consider excessive frequency a primary ingredient of spam, a word whose definition is becoming less universal over time.

Customer, Competitor, Supplier. This is another case in which definitions, once unambiguous and universally understood, have become less distinct. Until recently, it was relatively simple to identify a competitor. It was a company with similar production equipment usually located in the general geographical area. Today, a competitor may also be a customer that has copiers or small commercial equipment as well mailing and other distribution capabilities.

Many printers of all sizes consider Xerox, HP and other firms engaged in facilities management and direct sales to print-buying organizations to be both suppliers and competitors.

Prepress was once a major profit center for printers. Technology has enabled customers to prepare their own files and to become suppliers. The buyer-seller relationship is invariably changed when technology becomes widely accepted, decreases in price, and gravitates to users/customers. Some printing and binding technology is now in the process of migrating towards print buyers.

The bottom line: don’t engage in a deep discussion that utilizes any of the nine words discussed above without first establishing a common operative definition.

——–

Dick Gorelick is president of graphic arts consulting firm Gorelick and Associates.

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The recession hasn’t just affected bank accounts and bottom lines – it’s also had a big impact on the morale and attitudes of the American workforce. To make sure that negativity and burnout don’t cause your team to mentally check out, build a positive company culture that will unite and engage everyone on your team.

For leaders, now is the time to improve your company’s culture and get inside your employees’ heads. You need to personally make sure that your company is a place where people want to work. You can allow the current economy to crush your morale, confidence and spirit, or you can choose to proactively shape your organization into one that is positive, resilient and prepared to take on challenges.

Here are nine strategies to help you boost morale and engagement in the current economy:

Forbid complaining. All complaining. Yeah, that’ll happen when pigs fly, you’re probably thinking. But I am serious! Successful organizations with great cultures focus on solutions, not on complaints. The rule is simple. Let your employees know that they are not allowed to complain unless they also offer solutions.

Remember, banning complaints is tough love for the good of the whole organization. When you boil things down, complaints are just noise and nothing more – but each one does represent an opportunity to turn something negative into something positive. Turn your employees from problem-sharers to problem-solvers. It’ll make an unbelievable difference in your office’s atmosphere, and it will lead to new ideas, innovations and success.

Focus on people, not numbers. True, there are a lot of numbers to worry about – investments, the bottom line, next quarter’s profits (hopefully!) – and it’s easy to become fixated on those figures.

If your brain is spinning with strategies on how to stay out of the red, take a step back and remember that your company isn’t what shows up in the finance department’s spreadsheets – it’s the finance people themselves, and the HR department, and the salespeople and support staff. Ultimately, an organization’s failure or success is determined by the moods, innovation, energy, thoughts and behaviors of the people who work there.

It’s not numbers that drive people, but the people that drive numbers. Too often, worried leaders approach this relationship backwards. However, this is not a time to ignore your people. Place your attention on them and on the process! After all, numbers are just measurements and indicators of how well your people are executing. Remember, culture drives behavior, behavior drives habits and habits drive results.

Model good behavior. Leaders set the tone for how employees respond to almost every situation. They can inspire, or they can extinguish. For example, if you greet a worker cheerfully even though you’ve both had to come into work an hour early, he’s likely to mirror that attitude. Remember, whatever you expect from your people, you must also expect from your senior leadership.

Leaders need to be humble and hungry. Humble in that they seek to learn, grow and improve every day, and hungry with a passion to work harder than everyone else. Now is not a time to be barricaded in your office. Now is a time to be in the trenches with your people, leading, working and building a successful future.

Tell Energy Vampires, “It’s time to get on the bus … or off the bus.” No matter how many pep talks you give or good behaviors you model, your efforts won’t go far unless everyone is on the same page. That’s right: everyone.

You might be tempted to think that a few non-conformists and cynics won’t prove to be a major problem if the majority of your people begin to share in your positive vision, but you’d be wrong. In fact, in my bestselling book The Energy Bus, I call those who are a constant source of negativity “Energy Vampires” because they suck the energy and life out of everyone around them. Their presence pollutes the waters and can have a highly detrimental effect on the team’s morale, confidence and overall performance.

Once you’ve identified the naysayers on your team, gently approach them and give them a chance to get on the bus and share in a positive vision. However, if these Energy Vampires refuse to get on board, then you must get them off the bus. There are no ifs, ands or buts about it. Even if your biggest complainer happens to be your highest performer, his negative energy outweighs his positive contributions. Once again, it’s crucial to remember that culture fuels performance and results. One cancer cell can multiply to destroy the body.

Practice positive leadership. And no, “positive leadership” doesn’t simply mean the absence of overt negativity. It means remaining purposeful in the face of adversity. While it’s important to acknowledge the obstacles your organization is facing (after all, no one really respects a naïve Pollyanna!), don’t dwell on them in meetings or in individual conversations, and don’t bring up bad news before you’ve pointed out one or two things that are going well. Instead of being disappointed by where you are, optimistically focus on where you are going.

Teach your people to be heroes, not victims. Both heroes and victims get knocked down. The distinction between the two groups lies in the fact that heroes get back up while victims simply give up.

Help your employees to realize that they are not victims of circumstance. Rather, remind them that they have a high locus of control – in other words, they have a significant influence over how things turn out.

Focus on the small wins. The key is to always place your attention on those little, ordinary, non-spectacular “wins” that add up to big successes. My credo is to expect success, look for success and celebrate success. When you focus on small wins, you gain the confidence to go after and create the big wins. It’s the same advice I give to NFL teams as well as to Fortune 500 companies.

Make sure you have sharks in your key positions. When the economy was thriving, it didn’t matter as much if key employees turned in a mediocre performance. Now, that isn’t the case. Look at your team and figure out which people display the characteristics of driven, go-get-’em “nice sharks,” and which are “goldfish,” or more natural relationship managers.

Your sharks are the people you need in sales or business-driving positions. Your goldfish, or relationship managers, are better suited to answering phones, taking orders and cultivating customer goodwill. People who aren’t in the right positions won’t thrive, and your organization will constantly find itself struggling. Too many organizations have relationship managers in sales positions, and that’s why they aren’t thriving. Put your people in the right positions and allow them to do what they do best, and they will help your company to perform its best.

Fill the void. These are uncertain times. Employees are questioning how their industries and jobs will be impacted by the current economy. They’re unsure about what actions to take. Unfortunately this uncertainly creates a void, and my theory is that where there is a void, negativity will fill it.

In the absence of clear and positive communication, people start to assume the worst, and they will act accordingly. As a leader, you must personally meet with your employees and continually communicate, communicate, communicate. You must be seen and heard, and you must also hear and see. If you always fill the void with positive communication, then negativity and fear can’t breed and grow.

These are uncertain times, and no one can predict what the future will look like. Realistically, even if you devote yourself to helping your employees think their best and be their best, some might still find themselves better suited to positions outside your company. That’s ok.

The main thing is emphasize to your team that the world is full of opportunity for those who are willing to stay positive, work hard and find it. Ultimately by filling the voids with positive leadership, positive communication, and positive action, there is one thing you can be certain of – a future in which your organization is stronger, wiser and better than it is today.

——

Jon Gordon is a consultant, keynote speaker and the international bestselling author of The Energy Bus, The No Complaining Rule and Training Camp, all from Wiley. He and his books have been featured on CNN and on NBC’s Today show, as well as in Forbes; Fast Company; O, The Oprah Magazine; the Wall Street Journal; and the New York Times. Jon’s principles have been put to the test by NFL football teams and Fortune 500 companies alike. He has worked with such clients as the Atlanta Falcons, the PGA Tour, Northwestern Mutual, JPMorgan Chase, Campbell Soup and Publix Supermarkets. A graduate of Cornell University, he holds a master’s degree in teaching and works with numerous businesses, professional sports teams, schools, universities and nonprofit organizations. For more information, please visit: www.JonGordon.com.

This excerpt, reprinted with permission, is from Jon Gordon’s latest book The Shark and the Goldfish: Positive Ways to Thrive During Waves of Change.

Copyright 2009 Jon Gordon. All Rights Reserved. No portion of this material may be reproduced by any means for any purpose without express written consent of the copyright holder.

PaperSpecs asked Bosy Colak, president of Strategic Responses, to lead our December Webinar on this hot topic. Participation was enthusiastic and the questions so numerous (and varied) that we’ve decided to take a deeper look to bring you the answers you requested.

Over the next couple of months, we’ll venture into more specifics like the environmental aspects of alternative papers and printing guidelines for them as well. To kick the series off, you’ll find Mr. Colak’s responses to some of your broader queries.

If you didn’t have a chance to join us for the Webinar, please listen to the recording of the session!

Q: Are digital synthetics recyclable?
A: Polyester films would come under category 7 (i.e. other plastics). They can be disposed of under local authority guidelines for this category. As inert materials, they can be buried in approved landfill facilities.

Q: Do the Synthetics work with offset too?
A: Most do, but you must check with OEM provider.

Q: Can we print on this with a solid ink printer?
A: Most Synthetics will NOT work on solid ink printers, but do some tests to see if it meets your requirements.

Q: Do Synthetics have a “life span”?
A: Depends on the material. Most Synthetics will have a life span that is decades long.

Q: Besides being green, how do you talk clients into the additional cost?
A: Durability. It’s mainly for applications that require constant or heavy use like maps, menus and anything that goes outdoors.

Q: Is it the thickness or the grain that makes it harder to fold?
A: There is NO grain. The folding will be easier on the lighter grades and harder, but still possible, on the heavier thickness due to the density of the material.

Q: Do you recommend using an aqueous or UV coating over the ink when printing on synthetic paper?
A: UV coating is always the best option.

Q: How does oil-based ink dry on the synthetic paper?
A: Depends on which synthetic and what drying options you use. UV drying is the best option.

Q: What about backlit signs?
A: HUGE application for backlit signs, especially variable.

Q: I am new at this synthetic world. Where can I find vendors that cater to this type of printing? What am I looking for in the vendor’s background/experience?
A: Most original equipment manufacturers (OEMs) will guide you to the right supplier. (i.e. Xerox has its own line.) Other OEMs will send you to a paper merchant that could help you out.

Q: Could recycling or manufacturing legislation affect synthetic paper products?
A: Yes, we all keep a close eye on legislation.

Q: When a printed synthetic piece is submerged into water/or exposed to water, is the ink/toner at risk of being able to be scratched?
A: That depends on the material. You need to give the guideline to your supplier, and they should be able to provide you with a material that will work for this application.

Q: Has a lifecycle analysis been performed on synthetic papers; and if so, are the results available?
A: You will have to approach each Synthetic provider directly.

Q: Is there dependency on foreign oil in their production?
A: Not really, there’s plenty of oil domestically for this use.

Q: Can PVC substrates be incinerated safely?
A: No, they cannot be incinerated safely.

Q: Can you use vegetable-based inks on synthetic paper? Mineral-based polymers only? What about soy?
A: Depends, you need to contact your Synthetic provider.

Q: Do Synthetics work on inkjet print technologies?
A: Yes, but you have to let the provider know you will be using inkjet as a special coating is required.

Q: Paper accounts for 25 percent of landfill waste. So how does using a synthetic substrate ease the burden since it’s not easily recyclable or burned safely?
A: Polyester films would come under category 7 (i.e. other plastics). They can be disposed of under local authority guidelines for this category. As inert materials, they can be buried in approved landfill facilities.

Q: What do you mean by Inert and Benign?
A: Inert means it does not harm. Benign is similar, meaning that Polyester is not dangerous to the environment like a PVC.

Q: How big is the market? And how has the growth rate been during the past three years?
A: The market is HUGE – estimates are in the billions of dollars. Growth in the digital Synthetic markets has been over 40 percent over the last several years.

Q: Can these synthetic materials be used for large-scale applications such as window clings?
A: Yes

Q: What are the most popular materials? Specifically, what would be ideal for manual covers?
A: Polyester is the most common and most likely the best material for this application.

Q: There are “plastic” boxes sometimes used for things like lettuce in the grocery store that are actually made from corn. Do you know if bio-products like that have been tried to create products w/similar water proof, strength, etc. qualities like these synthetics have?
A: PLA material is another complete topic, which is very exciting. Polylactide acid (PLA) is a polymer derived from lactide acid. This means that it can be fabricated using renewable resources and is also biodegradable. Right now these materials are only available for offset, but hopefully digital devices soon!!

Q: How well do Synthetics capture/hold inks? Are they prone to any typical flaws?
A: Synthetics, if they have the right coating, print EXTREMELY well.

Q: Comment: Mineral-based papers are extremely heavy.
A: Yup.

Q: How well do these work as backlit signs (fire hazard? vibrant colors? opacity?)
A: Depending on material and the coating, they do EXTREMELY well for backlit signs.

Q: Using Epson K3 Ultrachrome ink, need standard pigment coatings. Available?
A: You will have to approach Epson and see if they have done tests on the particular Synthetic material you are interested in.

Q: Any compatibility issues with glue for perfect bound book cover applications?
A: For the most part, glue should be fine, but again a small test is advisable.

Q: Where can I order these samples to test?
A: Contact your equipment OEM provider, and they will guide you.

Q: Are there any synthetic products with magnetic coatings that can be used on digital presses?
A: Work is being done on that now, but am not aware of anything readily available.

Q: What does bi-axially mean vs. core?
A: Core means is a solid one piece. Bi-axialated means the material is spun in multiple directions for strength.

Q: Are manufacturers doing anything specific to work with municipal recycling systems?
A: Some work is being done, but not on a large scale.

Q: Would adding overall UV coating to a UV-cured offset printed Synthetic increase the staying power of the printed image?
A: YES!!!!

“Should I get out of bed today?” – It is decidedly so.
“Should I have cereal for breakfast?” – Yes.

Many of you have watched the funny YouTube video in which a teenager lets the Magic 8 Ball decide every action he’s taking for one day. Well, you can sit back and wait for the trusted 8 Ball to help you decide what’s going to be hot and happening in paper this year or …

THE Paper Trend for 2010
This one would overwhelm the 8 Ball for sure, as it can only answers Yes/No questions. There are so many interesting things happening in the world of paper that it’s hard to predict THE trend.

But if I have to pick one big thing, it’s “distinction.” The more our world gets digitized, the more we value true craftsmanship and that personalized handmade feel. Just think of the revival of letterpress printing. In the world of paper, this means unique papers, colors and textures.

Today, Nordstrom, American Express, and even old established banks employ a differentiation technique (using everything from translucent envelopes to unique textures) to reach out to customers and distinguish themselves from the competition.

These companies have recognized that it takes more than a pretty, well recognized logo to get the envelope opened and the letter read … well, a compelling offer helps as well.

In the last few months, several boutique mills have brought new paper lines containing wool, cotton and silk into the North American market. And I expect this trend to continue.

The Bigger Picture
There are several industry trends that are being directly driven by paper specifiers and their customers. From environmental benefits to new technologies to the bottom line, these bigger picture objectives will be prevalent throughout 2010.

Trading down – Due to budget concerns, designers and print buyers are trading down when it comes to paper grades: a No. 1 sheet instead of a Premium one or a No. 2 instead of a No. 1. If you know your paper math, you know that this means an average 12 percent cost savings per grade.

Some mills have responded to this trend by lowering their Premium prices … very smart indeed.

Digital short runs – As color and image quality have improved, and designers and print buyers have become more educated, the adoption of digital short runs is an unstoppable trend. In 2003, only 24 percent of print buyers and designers bought digital short runs. In 2009, we’re looking at a majority of 86 percent.

This goes hand in hand with the shorter print runs for which digital printing is the perfect technology. As a result, mills will continue to expand already growing paper options for digital presses.

Environmentally preferred papers – Beyond budget influences, the call for environmentally preferred papers, either with a specific amount of postconsumer waste (PCW) content, or some forest certification like Forest Stewardship Council (FSC), will remain strong.

And as Asian paper producers try to rid themselves of their unsavory environmental record, I think you’ll begin to see a heightened awareness and scrutiny among ever-more savvy consumers of the lesser-known certification schemes.

What’s in it for the Clients?
The incredible variety of paper offerings will continue to inspire the creative impulse and satisfy the sustainability consciousness.

The PaperSpecs paper database features more than 4,300 commercial printing papers that a buyer or designer can specify with an ever-growing multitude of attributes (i.e. translucent sheets with recycled content that are also suitable for inkjet printing; metallic and textured sheets that run well on digital presses).

There’s little compromise to be made, and all this allows designers to specify the perfect paper that will enhance the design and the message of the printed piece … and differentiate the client’s brand, product or service.

So there are my predictions for 2010 … all five cents worth! But if you’re not convinced, you can unearth the Magic 8 Ball and let it decide your paper path for the year to come ;-)