Henrik Damén,M-real Publishing Papers Division

Powering up print media through collaborative quality work

The world is headed for more specialisation:

Magazines are increasingly targeted for specific reader segments.

When specialisation takes place,it coincides with higher quality ofcontent and visuals.

Stunning photography,visuals and stories set the stage foran exciting reading experience.

Which can be enhanced by an optimal choice of paper andgood visual reproduction.

The contents make your magazine,the appearance makes it stand

out.

Quality counts.

Quality counts.

• Reader preferences and the role of paper can be studied systematically.

Quality counts.

•

• Paper and print quality play an important rolein reader preferences.

• Reader preferences and the role of paper can be studied systematically.

• Reader preferences and the role of paper can be studied systematically.

• Paper and print quality play an important rolein reader preferences.

• Optimizing visual quality requires goodcollaboration within the value chain.

Quality counts.

Reader preferences and the role of paper can be studied systematically.

Quality Experience Research(Department of Psychology, University of Helsinki)

The eye of the beholder ...

Visual/feel characteristicsRecognition & readabilityVisual logic & structureAttentive valueEmotional contentHabits, choices and preferencesSymbols, icons & style...

TypeSizeForm

SurfaceThicknessWeight

DetailsGlossResolutionContrastColour...

Why, what is interesting?

What are the ideas and values(culture)?

What is it associated with(styles,fashions)

What does it meanand represent?

Who reads, when, where,and how?

Physics

Experience

Impression

RelevancePleasure

Arousal

Atten-tion

Quality

Research set-up

Subjects: Professionals (editorial/pre-press/print)Readers (age 19-40, male/female)

Methods: Ranking of dummies, preference order arguments

III. Tactile and visual

II. Tactile only

I. Visual only

Research Problem:To measure subjective experiences andpreferences of the two subject groups

Material: Dummy magazine (women’s lifestyle) 4 types of coated paper (57-80 g/m2)2 screen types (traditional/stochastic)

Quality counts.

• Reader preferences and the role of paper can be studied systematically.

• Paper and print quality play an important rolein reader preferences.

• Optimizing visual quality requires goodcollaboration within the value chain.

An example about the research methods: correspondence analysis

Visual evaluationof the women’s lifestyle “dummy” magazine

What kind of effect the paper quality and the print quality have on the visual impression?

Paper

Describingattribute

very whiteless whiteless attractive

very attractive

Emotionalresponse

Whiteness of the paper

striking

inviting

clear andfresh

very whitepaper colour

cold

(A)

dirty and stuffycheap andlow quality

flat

colourless unnatural

colourful"gray"less contrast

paper colour"muddy"old

natural warm

(B) luminous(D)

beautifulMuch contrast

bright

(C)

less white

Paper and print quality play an important role in reader preferences.

Suitable paper quality offers the potential for giving the right message to the reader.

But it works only in combination with good print quality.

Visual and tactile evaluationof the women’s lifestyle “dummy” magazine

VERY ATTRACTIVE

LESS ATTRACTIVE

TROUBLESOMETO HANDLE

COMFORTABLETO HANDLE

BRIGHT

COLOURFUL

COLOURLESS

FLAT

WHITEPAPER

APPROPRIATE THICK AND STIFF PAPER

”I like the material”

”I do not like the material”

NOT DURABLE

DURABLE

DULL”uninformative

and badlooking”

feelsexpensive

”good looking”

ecologic?

good quality

TOO THICK ANDSTIFF PAPER

TOO THIN AND SLACK PAPER

paper quality is too good / whitefor this context

familiar, real

paper quality is too low / gray

for this context

TACTILE EVALUATIONVISUAL EVALUATION

Visual and tactile evaluation of thewomen’s lifestyle “dummy” magazine:

very attractive

“This has a feel of quality. It's not too thick to handle, which improves readability. This magazine feels good; not too thick, but still tough enough to hold up for a long time. I'd prefer this one.”

(reader 16: female, age 40)

“This paper sucks! Like you'd go to buy a designer dress from Wallmarts. Don't sell luxury with this kind of paper -  save it for the tabloids! I'm not interested,I mean not by the first impression anyway.”

(reader 10: female, age 19)

 

Visual and tactile evaluation of thewomen’s lifestyle “dummy” magazine:

less attractive

Quality counts.

• Reader preferences and the role of paper can be studied systematically.

• Paper and print quality play an important rolein reader preferences.

• Optimizing visual quality requires goodcollaboration within the value chain.

Concepts of quality vary

Printing

Image reproduction

Editorial & design

Planning contents

Concept creationMarketing planning Level of abstraction

Optimizing visual quality requires good collaboration within the value chain.

For each title,a basic understanding of the

relevant quality level should be shared by the publisher and printing plant.

Quality chain management:

Helping magazines match their objectives regarding image, quality and cost.

Making the most out of print

media.

Making it real.

Together.