Mohawk Blog

Become a Materials Expert: Tips for Communicators

Words
Mohawk
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The competition for an audiences’ attention has risen to a fever pitch. They are overwhelmed, bombarded with more-more-more, with less and less impact.

What we make needs to matter, to make an impression, to elevate itself from the endless churn of communication. But the question is, how? The answer may lie close to home: print!

In the context of an onslaught of digital messages, consumers are embracing tactile, tangible objects that have permanence, making print communications more relevant – and more important – than ever. Print has the ability to slow people down, activate the senses and command attention. Carefully crafted, thoughtfully designed print is beautiful, effective and memorable. By taking advantage of the unique qualities of uncoated textured and colored papers, you can create something exceptional.

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“Better quality materials bring more senses into play – they look different, they feel different, they create an emotional response.”
Frank Romano
Professor Emeritus, Rochester Institute of Technology
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Knowing how to use better quality materials will help your printed communications stand above the rest. Here are some tips to maximize your next print project:

  • Start the conversation early: Start the conversation about materials with your printer early, so that the materials you want to use are well established by press time.
  • Add a paper spec to style guides: Build in your paper spec, just as you would with typography or color, to set the bar for how others create to your standards.
  • Have a strong point of view: To do their job well, printers need to know what you will and won’t budge on. If your printer knows the materials chosen are essential to your design and the tone of your overall communication, they can find other areas to trim the budget if needed.

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