Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, has announced a comprehensive new printed tool designed to serve as a hands-on resource for the creative community. A Maker’s Field Guide to Texture and Color “will serve to inspire and educate printers, designers and end users, and to demonstrate how using high quality materials, such as textured and coloured papers, can transform printed communications from good to great,” said the company. The new, comprehensive resource was created by Hybrid Design of San Francisco, California, and represents a guide to using texture and colour to amplify printed projects, while underscoring the importance of using materials as a powerful communication tool.
“The new Maker’s Field Guide is the latest expression of Mohawk’s commitment to the creation of practical tools to help make printed communication more beautiful, effective and memorable,” said Bart Robinson, Senior Vice President of Marketing at Mohawk. The guide was created to complement Mohawk’s line of re-designed swatchbooks and the Mohawk Maker Quarterly, an award-winning publication which highlights the beauty and tactility of fine paper “that’s been enthusiastically received by makers and creatives worldwide.” It features photography by Kennett Mohrman and David Prince, illustrations by Lab Partners and Olimpia Zagnoli, and printed examples from a variety of creative professionals that have been featured in past issues.
“Paper is a powerful tool, on par with copy and design in its ability to deliver, enhance and create memorable impact,” said Chris Harrold, Vice President of Business Development and Creative Director, Mohawk. “Just as food delivers more than simply nutrition, the flavour and presentation of a meal plays a role in how we enjoy and remember the experience. Equal parts inspiration, education and conversation, the Maker’s Field Guide aims to equip printers, communicators and designers with practical strategies and powerful demonstrations of how persuasive uncoated, textured and coloured papers can be when fully understood and utilized.”
The guide also features a wide array of printing techniques including offset, foil stamping, and embossing processes on 32 coloured and textured papers drawn from nearly every Mohawk paper grade – including BriteHue, Carnival, Via,Loop, Options, Superfine, Strathmore and Via, as well as papers from The Curious Collection. The Maker’s Field Guide was printed by Sandy Alexander of Clifton, NJ, using four-colour printing, a second black and a fourth white, as well as match blue, match red, match brown, match purple, match pink, match orange and match gold.
“The competition to command an audiences’ attention has risen to a fever pitch,” said Dora Drimalas, Principal of Hybrid Design. “Audiences 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.”