Great Printing: Moo

I started my career as a designer working at a print shop part-time while in school.
Well, maybe it was earlier - when my dad put Print Shop Deluxe on our home PC and I proceeded to create cards, sticker, CD insert on our home printer for an entire summer.

Back to that print shop job - while my paycheck and a steep print discount on my school projects came in handy, the best thing I ever did was spend countless hours formatting, re-formatting and print prepping digital files. I saw everything - photo printing, DIY business cards, wedding, legal files, blueprints. You name it, I've cursed at it while elbow deep in a Canon unjamming paper. 

There are many, many printers.
And there are many amazing papers, finishes and things you can do to take paper from blank sheet to art form. But beautiful print can be very, very expensive and unattainable for small business.

That's where speciality printers come in. And Moo has become one of my favourites - small run, flexible, using quality stocks and cost-effective for small projects. Their cotton and coated stocks have a lovely touch. (You can read more about why that's important here.) The pop of colour in their Luxe cards and even gold foil make then hard to beat.

They were nice enough to feature some of my work with their raised spot gloss cards on their blog. Moo: These Business Cards are just our type

I recommend Moo to non-designer as well - the interface and design tools can be used to make drag and drop designs, no need to use Adobe at all. I've had a number of friends create full wedding suites - invitations, RSVP cards and thank you cards - in less time then it took them to decide on a cake flavour.

Custom stationery is making a comeback, as handwritten thank you notes are now the height of chic personal communication (I may have just ordered myself some awesome 'From the Desk Of' notecards). 

If you happen to be looking to print with Moo, you can use my link to get 20% off your first order.  Full disclosure, I get some Moo credit for each referral - which helps me fund my print obsession! 

From the Moo Blog: These Business Cards Are Just Our Type (Nov 1, 2017)

After graduating with a degree in graphic design, Toronto-based Jo Drayton went on to work for a number of studios and agencies with digital and print clients – from website development to magazine publishers – Jo turned her hand to a little bit of everything. Over time, she naturally fell into a project and accounts manager role but craved more design time. Jo now runs her own consulting and design studio – Magenta&Green – allowing her to focus on her love of typography and print. Jo works with calligraphy, offset printing, murals, letterpress, enamel sign painting and packaging.

Piles of inspiration can be found on Jo’s office walls, in her bag and on her iPhone: “I tend to grab print things that speak to me, everything from bar coasters and packaging to art prints and restaurant menus. Thankfully, I’ve also started snapping quick photos of great things I see, so there is a little less clutter now.” When finding inspiration for a particular project, Jo starts by “sifting through the piles to find key pieces” – it can be anything, from anywhere – “a paper stock or a foil on something, signage I saw on a trip or pen I picked up at the art store.”

Piles of inspiration can be found on Jo’s office walls, in her bag and on her iPhone: “I tend to grab print things that speak to me, everything from bar coasters and packaging to art prints and restaurant menus. Thankfully, I’ve also started snapping quick photos of great things I see, so there is a little less clutter now.” When finding inspiration for a particular project, Jo starts by “sifting through the piles to find key pieces” – it can be anything, from anywhere – “a paper stock or a foil on something, signage I saw on a trip or pen I picked up at the art store.”

When Jo works in print, her first thought is always “how will it feel?” – “we’ve become so digitally focused – but it can mean that sometimes we forget that our work is there to be experienced.” Business Cards are a crucial part of Jo’s branding: “people still ask me for a card and there’s nothing better than being able to hand something over that represents you and what you do – then getting that little head bob of acknowledgement in return. As a designer, I want people to trust me with their brand, so my cards have to represent me. The Soft Touch finish gave me the right surface feel and the Raised Spot Gloss draws attention to my wordmark, making people rub their thumb over the stock, rotating it to hit the light. I’ve had clients who probably don’t need a card, but take one just to have it anyway (or hopefully pass it on).

Haptics: Touch it, you know you want to.

Originally published on Medium, November 2017.

Haptics and the importance of touch in marketing and design.

For me personally, it’s always paper. The weight, the finish, its edges and the texture. Mention a brand name and it conjures up a physical encounter, not a stock ticker symbol or logo. The starting point of any marketing before we talk fonts, colours and images — we figure out how a brand is supposed to feel.

hap·tic
adj. — relating to the sense of touch, in particular relating to the perception and manipulation of objects using the senses of touch and proprioception.

Why we need to touch.
Touch is the key to our bodies primary processes and we gather so much information that the brain uses more than a quarter of the body’s energy resources. More then half of the brain is devoted to processing sensory inputs. The bodies nervous and sensory systems are the largest — with skin as our largest organ.

We intake touch data subconsciously in seconds, ranking any number of factors like weight, smoothness, density, texture, temperature and size into account without an active intent to either do so or filter our response to the data we receive.

The brain then makes judgements, influencing what we believe we know. The mind maps recollection and knowledge differently — in that the pathways are distinct and different. If asked to recall your home address, the brain accesses a recollection after a very brief delay. If asked what your home feels like, the access is rapid and provides a detailed visual and sensory representation.

Touch is translated as knowledge, allowing the mind to create a more complete and complex record that is accessible to us almost instantly.

How it applies to brands.
Everyone has had the experience of an impactful brand moment, whether it left a positive association or a negative one. Being handed a package, a luxury item in a heavy smooth box, tied with wide cotton ribbon and neatly stuffed with paper. Finding a flyer in the mailbox, black and white printed on light recycled paper, roughly folded in half.

A paper’s influence is beyond its utility as a place for printed communications. In fact, studies suggest that people retained and felt more positively about companies they interacted with on heavier, coated paper stocks. A marketer will say that a business card is often the first physical interaction a person will have with a business — what does your business card’s touch convey about you?

The haptic influence may be strongest in packaging — with the adage about judging a book by its cover never truer than when we make decisions as consumers. Expensive wine in glass bottles or paper/plastic cartons. Coffee served in a ceramic mug or a styrofoam cup.
 
A designers main job when we identify what a brand is “made of” is to reflect what the verbal and tangible elements communicate.

We remember better with paper.

People understand and remember what they read on paper better than what they read on screen. Researchers think the physicality of paper explains the discrepancy.
- Ferris Jabr, “Why the Brain Prefers Paper” Scientific America

The “death of print” has been a drumbeat for some time now, starting with the advent of the first consumer computers, and amplified by the explosion of digital news, content and devices on which to access it. Declarations that magazines and newspapers were a beast nearing extinction were supported by a dramatic drop in advertising, circulation and market share.

But quality print has slowly resurrected itself, with companies like Conde Nast, the New York Times and retailers turning to science and research to explain why elements of print still drive sales, despite the death tolls. Magazines have undergone extensive redesigns, textured cover stocks and abnormal sizing are all over newsstands. Retailers are expanding or re-introducing catalogues.

The reason is haptics. Simple, attainable and important in anything that’s meant to reach people. Happy to work in the digital word, with my screens, analytics and quick edits — I still read all my magazines in print format, request business cards and collect print materials that give me pause when I encounter them.

So when someone asks me ‘Do I even need anything but a website?’, my answer is yes.

YeS you do.

This post was inspired by a sappi presentation and a copy of ‘A Communicator’s Guide to the Neuroscience of Touch’.