Sappi Releases ‘The Standard Vol. 5, Special Effects’
BOSTON—Feb. 23, 2012—Sappi Fine Paper North America announced the release of “The Standard Volume 5,” a popular 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. Uniquely inspirational, “The Standard” 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 publications showcases a wide range of foils, emboss/deboss, engraving and thermography, a variety of coating and varnish techniques, strike-through, laser diecuts, 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.
“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, Sappi Fine Paper North America. “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 at www.sappi.com/na/superheroes.
As with the rest of “The Standard” series, this edition on 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 United States. 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 DC. 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 Sappi Fine Paper North America is hosting a national road show to launch The Standard 5. The first event is on February 23 in San Francisco, also home to 826 National headquarters. Events will be held in nine other cities in the States and Canada. A $10 admission fee will go to support 826 educational programs. To view the entire schedule and registration details, go to www.sappi.com/na/events
Sappi Fine Paper North America, known for innovation and quality, is a preeminent North American producer of coated fine and release papers and market pulp headquartered in Boston, Massachusetts. Its coated fine papers, with highly recognized brand names such as McCoy, Opus, Somerset and Flo, are used in premium magazines, catalogs, books and high-end print advertising. The company is also the world’s leading supplier of release papers for the automotive, fashion and engineered films industries, including the globally recognized Ultracast brand. Sappi’s release papers provide the surface aesthetics for synthetic fabrics used in footwear, clothing, upholstery and accessories, as well as the textures for decorative laminates found in kitchens, baths, flooring and other decorative surfaces. An integrated pulp and paper producer, with state-of-the-art pulp mills, Sappi is the third largest seller of hardwood pulp in North America.