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Print & Paper

  3. Print & Paper (Page 5)

Your Business Card – How well does it represent you?

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Business card

First impressions count - research shows that within the first few seconds of meeting, decisions will be made on who you are! Appearance affects how professional, trustworthy and powerful a person thinks you are. And it's not just how you present yourself - Think of your business card as an extension of you. In GSM we take a look at your business card. Interestingly,  you don't have to take out a small mortgage to create a good impression. Take, for example, the BJ Ball range of business cards. They range from the ordinary to the sublime! The role of a...

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Paper, Pixels & The Brain – Onscreen Text vs Printed Text

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Onscreen Text vs Printed Text

Compared with printed text, it appears that reading onscreen text may drain more of our mental resources and make it a little harder to remember what we have read. Here at GSM we do a lot of reading, so we thought it would be interesting to check this theory out... Research indicates that modern screens and e-readers fail to adequately recreate certain tactile experiences of reading on paper. They also prevent people from navigating long texts in an intuitive and satisfying way. This, in turn, affects reading comprehension. There are two reasons for this. one based on the physiological aspects...

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Direct Mail Campaigns exploring the Senses

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Open Up To Mail

The Open Up to Mail campaign explores all things mail and beyond. GSM talks with Kellie Northwood, Chief Executive Officer of The Real Media Collective, about how this campaign looks for ways to achieve a creative vision with Direct Mail. GSM: Mail is often seen to be 'old school'. Why does Direct mail still work? Kellie: The power of the letterbox is creative, wide-reaching and engaging. The physical attributes of mail continue to achieve incredible cut-through and deliver great results. Did you know over 92% of recipients open direct mail?! And it remains in the home for some 38 days...

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Online vs Printed Journalism. How do you get your news?

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online vs printed journalism

Here at GSM we're all about print. But in today’s fast-paced world, we want our news immediately. Going online seems to be the obvious choice, but is it really the best one? Let's look at the difference between online and printed journalism. Online is instant, accessible and interactive. We read the facts and then move on. But is that enough? Is the role of journalism simply to convey facts? Truth and accuracy, fairness and impartiality. These are the core principles of journalism but as Tom Brokaw, NBC journalist likes to say, “It’s all storytelling, you know. That’s what good journalism is all about.” And...

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Direct Mail – a valuable tool in your Marketing Strategy!

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Direct Mail

Did you know somewhere near 270 billion emails are sent worldwide each day?! Nowadays, it's our inbox that's full of junk mail, not our letterbox! GSM looks at the rejuvenation of Direct Mail campaigns... Direct Mail is, now more than ever, a valuable tool in our multi-channel Marketing Strategy. It offers exclusivity, value and ongoing brand positioning and reassurance. It achieves the ultimate ROI, higher response rates and contributes on the path to purchase journey. Firstly, it’s tactile and, unlike it’s digital counterpart, tends to hang around for a while. The latest DMA Response Rate report revealed recipients opened 92...

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Uashmama – Sustainability & Washable Paper

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Uashmama Washable Paper Bags

In GSM10 we looked at a very different use for paper - washable paper! It is a story of family, a cottage industry and sustainability. How a unique washable paper, that feels like leather but washes like fabric, rejuvenated a village. "On a small Tuscan terrace eating under an umbrella of grapevines I discovered the 'Le Sorelle' bread bag. Today we know it as UASHMAMA", explains Casey Languillon, co-founder of UASHMAMA Australia. Le Sorelle (italian for the sisters) is a small family run company based in Montecatini, Italy. It all came about when four sisters embarked on a journey to...

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Creating a Customer Experience with Impact.

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FloorShark Customer Experience

With online shopping providing increased convenience and choice, the successful retailers are those who understand and deliver on customer experience. In fact, we can go as far as saying that it is critical to the success of the traditional brick and mortar store. So, how do they do it? According to a report by The Guardian newspaper – “Shopping online is a cheap and easy option. To be successful in driving in-store footfall, retailers must give customers a reason to visit their stores. They can do this by creating a multi-sensory experience that people actually want to have and –...

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Innovative Printing and Social Responsibility

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Printing with Citronella Ink

Here at GSM magazine, we like to research innovative ideas for the use of paper and printing. We call it The Big Idea. In GSM12 we see how a daily newspaper in Sri Lanka used ink to combat Dengue Fever. According to the World Health Organisation, dengue fever is one of the most rapidly spreading diseases on the planet. This mosquito-borne virus causes a severe flu-like illness. In some cases it can be fatal. In 2014, Sri Lanka experienced an epidemic of the disease. This prompted the government to initiate National Dengue Week. Printing for the Social Good Mawbima is...

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Risograph Printing

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Risograph printing is basically an early form of digital printing. Let's take a look at what it is and how to design for this printing method... Japan launched the Risograph in the 1980s as a low cost means to create colour reproductions for short to medium volumes. The technology and process have inherent quirks, including slight misregistration and uneven ink coverage. This means every reproduction is in some way unique. Risograph Printing is not based on the CMYK colour model. Instead it uses its own distinctly vibrant colour system. Unlike laser printing, risograph uses wet ink, not dry toner. The...

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The Colour of Print – CMYK vs Spot Colour

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Colour is one of our most powerful weapons in attracting attention. With so much material produced in CMYK the use of spot colour can be a particularly effective way to achieve better audience cut-through. Let’s take a closer look at what spot is - how it is fundamentally different to CMYK and how we can get the most from using these 'specials'.   CMYK versus Spot Colour The fundamental difference between CMYK colour and spot colour is that CMYK uses overlaid ‘process’ inks (Cyan, Magenta, Yellow and Key—aka Black) to create a colour range (the CMYK gamut). By comparison, spot colour...

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