Sappi Fine Paper North America Launches Standard Vol. 5, Special Effects
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Sappi Fine Paper North America (SFPNA), Boston, Mass., USA, has released The Standard Volume 5, a guide to designing for print. The latest volume focuses on how Special Effects can make the printed page offer a more dimensional, tactile, and interactive experience for audiences. It demonstrates how using printing techniques can serve as a creative tool to make images and editorial messages more powerful and impactful.
A virtual encyclopedia of special printing effects, The Standard 5 showcases a wide range of foils, emboss/deboss, engraving and thermography, a variety of coating and varnish techniques, strike-through, laser die-cuts, thermochromagraphy, lenticular, flocking, microencapsulated scents, phosphorescent UV coating, QR codes, and augmented reality. Although the techniques may look like magic, many are straightforward methods for designers to incorporate and can be done inline on a conventional press, SFPNA explains.
"The techniques demonstrated in Standard 5 show the innovative ways that designers can make printing on paper a multisensory experience," says Patti Groh, marketing director, SFPNA. "Print communication offers unique advantages that are not achievable with digital. Print and digital each has its strengths but are increasingly becoming intertwined and mutually supportive."
 To illustrate that point, The Standard provides a dazzling example of augmented reality (AR) technology. Produced by Metaio software developer, the AR technology turns a printed character named Super Dude into an animated superhero when viewed on a mobile device or online.
As with the rest of The Standard series, Special Effects was conceived and designed by Kit Hinrichs of Studio Hinrichs, and done with the cooperation of 826 National, a nonprofit network of tutoring, writing, and publishing centers across the U.S. Co-founded by best-selling author Dave Eggers, 826 National serves under-resourced students, ages 6-18, by encouraging them to nurture their creativity through writing. In keeping with this mission, all 826 learning centers are fronted by a fantasy retail store. Examples are the Greater Boston Bigfoot Research Institute, The Pirate Supply Store of San Francisco, The Brooklyn Superhero Supply Co., and the Museum of Unnatural History of Washington D.C. The zany 826 retail concepts inspired the visuals for Volume 5 and made it possible to depict everything from a flocked Abominable Snowman to a glow-in-the-dark solar system to a jar full of fake eyeballs that "move."
"826 National and our nonprofit network of chapters are dedicated to inspiring young people to embrace imagination," said Gerald Richards, 826 National CEO. "Sappi Fine Paper North America shares our passion for inspiring creativity, and, taking this mission to heart, The Standard Vol. 5 showcases the intriguing concepts of the 826 stores with visually enticing special effects. Through their incredible design and printing techniques, Sappi was able to make the imaginative spark behind each of our locations come to life on paper."
This spring SFPNA is hosting a national road show to launch The Standard 5. The first event was held last Thursday, February 23, in San Francisco, also home to 826 National headquarters. Events will be held in nine other cities in the U.S. and Canada. A $10 admission fee will go to support 826 educational programs. The entire schedule and registration details are available online.
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