Failure to exploit paper stocks shows lack of imagination

How refreshing it was to read Paul Jenkins’ comments about paper stock (Inspired, DW 11 October).

Unfortunately, in internal communications, paper is often forgotten as a design tool, and 170gsm silk is used, time and time again.

With a little imagination, paper stocks can lift a design to another level, and research into cutting guides and printing finishes can help employees engage with the communication process and react to the message being communicated.

Some of the blame can, perhaps, be placed on in-house design teams for lacklustre and unimaginative approaches.

Too many times, I’ve seen in-house designers happy to produce work to a ‘that’ll do’ standard, knowing they’ll get paid regardless of how effective it is.

Perhaps, if in-house design teams spent more time looking at a full range of design tools, rather than shutting down their Macs at the end of the day, then internal communications would be more successful.

Ben Reynolds, Senior designer, Shilling Communication, Liss GU33 6JQ

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