Art director’s choice

In these uncertain times, print’s role is volatile in the publishing industry, with magazines having to work harder than ever before to continue to attract their target audiences. This is evident in a vast array of newsstand publications including Wired, Eye, Computer Arts and Idn magazine to name just a small selection – all of which are utilising Pantone inks, foil blocking and paper stocks in new and innovative ways to add value to their printed product.

Paper suppliers, it seems, are also having to up their game in order to impress potential buyers with an impressive selection of marketing materials crossing my desk as of late.

One standout promotional piece I received was from Papierfabrik Scheufelen. This German paper supplier has just published their sought after annual wall calendar for 2011 and it really does impress.

Under the theme of ‘Peak Performance’ the individual months are graphically visualised in the form of records and extremes by the Strichpunkt agency in Stuttgart. From an interpretation of the most successful free divers in the world in January, through to the largest space telescope ever built in December.

Each page in this larger-than-life calendar has been produced to the highest standards, both in terms of the design execution and printing stocks and techniques, showcasing the companies credentials to the fullest. Using a selection of varnish, Pantone, embossing and foiling processes, each month has astonishing impact and, for me, cemented my opinion on print’s rightful place in the publishing world.

It’s impossible to justify the impact of each of the pages from the imagery here and has to be seen to be fully appreciated. It’s a hugely successful piece of self-promotion, which will leave a lasting impression.