Freed from its long-standing utilitarian status as the primary vehicle to deliver mundane information—think telephone directories—the perception among designers and their high-end brand clients is that paper should be used to convey that something special is happening, be it an event or a product catalog.
“Digital is not going anywhere, but paper delivers a very strong experience,” says award-winning graphic designer Kit Hinrichs. The noted author, educator, and founder of San Francisco-based Studio Hinrichs he is an ardent fan of paper and print. “Paper plays a significant role in delivering specialty information and for things like packaging, where it can arouse strong tactile feelings and people pay attention. The messages are stronger and there is more of an impact with paper,” he affirms.