Paper trends - what's hot?
For more than 500 years, paper was the sole medium for information. With the advent of digital media, user behavior has changed dramatically. The days of annually increasing paper consumption are history.Despite this, or precisely because of it, print products are experiencing a renaissance. In contrast to digital content, printed matter is perceived differently. More intense, slower and appealing to several senses, printed messages trigger emotions [...]
Different paper, different effect
Papers differ in terms of color, surface, thickness, format and support a message with these characteristics. Thin paper, for example, can effectively support the message "Sale". In order to position high-priced products haptically correctly, one reaches for heavy papers that convey value, durability and style.Uncoated, textured papers have a warm effect and thus underline values such as respect, appreciation or social and ecological competence. Glossy coated papers have a cool effect and convey values such as technology, accuracy, performance, efficiency or economy.Colored papers arouse curiosity and catch the eye. If the cover and contents of a brochure are printed on different colored paper, additional excitement can be created. Digital printing makes it possible to print and personalize even intensively colored papers with opaque white.
Choice of paper underlines brand promise
Special surfaces are in. Whether particularly rough papers, such as Munken Design rough, or lightly coated, velvety ones, such as Arctic Volume: the unusual trumps the agencies. Heinz Schär, Managing Director, Arctic Paper Schweiz AG, Derendingen, and Gerda Schröck, Head of Marketing & Business Development, have found that agencies are doing everything they can to align the choice of paper with the customer's corporate identity. Even white papers are not simply white. The range extends from the yellowish natural Munken Pure to the brilliant white Munken Crystal.
Trend towards naturalness continues
Papierfabrik Gmund is on its own track with the Gmund Colors system. For Sabine Huber, Papierfabrik Gmund, the 48 colors of the Gmund Colors system cover the most important colors of the spectrum. The influence of short-lived trends was deliberately avoided here, and colors were chosen that will meet customers' tastes in the long term.However, trend colors regularly crystallize out of these strong 48 colors, which are then increasingly promoted and used at Gmund. For 2018, Gmund is deliberately focusing on strong shades of green, combined with naturally delicate shades of gray and cream - the trend towards naturalness and nature continues. From Gmund's point of view, the peak of the nature trend has not yet been reached, and the wave will also continue in the trend industries of fashion and interior design.
Paper color trends: What's coming?
Melanie Imper, Head of Marketing and Communication at Papyrus Schweiz AG, makes a clear statement about paper color trends. For her, natural tones, off-white, gray, beige and even black are in vogue for high-quality printed matter. The colors convey value and stand for credibility, seniority and luxury in an age of rapid change and digitization.
Natural paper also for high quality packaging
In terms of surfaces, the focus continues to be on uncoated papers. Products with somewhat rougher surfaces, such as Munken Design rough from Arctic Paper, score particularly well here. These papers are very popular for brochures, but also for all corporate communications.Natural papers are also popular in the high-quality packaging sector. They give printed matter a natural character, radiate warmth and make a brand come alive. In the specialty sector, mainly natural surfaces are used that harmonize well with trendy color shades. These can be felt markings, such as Fuego Felt, Gmund Colors Felt or cotton-like surfaces, such as Gmund Cotton or Gmund Heidi. In this way, companies can stand out and arouse emotions and attract attention with haptically appealing printed matter.
What does the end customer like?
Uniqueness is the goal! For Denis Heiniger, Head of Business Development, Antalis AG Lupfig, customers want to surprise with papers. With natural, noble and modern papers, matched to the message and the brand, the differentiation succeeds. Clear colors, cool tomato red or cool yellow are the currently popular colors. Mostly they are strong colors. But violet and pink are also in. The spectrum ranges from very clear, bright colors to pastel shades.Antalis will launch a new, expanded color range at the beginning of April. The color ranges of Conqueror (three new shades of gray in Laid and Wove), the Curious Metallics range (new 31 shades) and the Keaykolour range (new 48 different colors) have been revised. The new colors are very much based on upcoming trends. In addition, Antalis will launch a new unique paper called Curious Alchemy. The paper surprises with structures such as rust or metal and appeals to architects and people from the construction industry.
Combining print and digital becomes reality
For Denis Heiniger, the trend away from smooth, coated papers towards rough, tangible surfaces continues unabated. These papers are used across the board for all printed matter. The aim is to create a haptic, unique experience for the viewer and thus differentiate themselves from the competition.With Powercoat® Alive from Arjowiggins, Antalis has recently launched a completely new printing stock on the market, where the "inner life" is what makes it special. One or more NFC chips are integrated into the paper. This makes it possible to design attractive print products and packaging in such a way that users of NFC-enabled smartphones can access web content without detours thanks to the integrated NFC chips - without a QR code. The special feature is that Powercoat® Alive can be printed as normal.Coated, bright white bulk papers will continue to be used for long runs. However, if a message needs to stand out from the crowd, the paper trade offers numerous printing stocks that stand out from the crowd with high-quality surfaces and fashionable colors. There is no shortage of choice. The art of the creative will be to find the "right" paper from the huge range to present a brand as uniquely as possible.
