There is no doubt that paper has special significance for the four European designers that make up Arctic Paper’s trend panel. We asked them to give their viewpoints on paper products compared with digital products and digital media. In today’s society where digital products and media are becoming increasingly important, how does that affect the significance of paper?

Mat Pemberton (Nottingham, UK): “For me, paper is more impor tant today than ever before. Paper is a part of the experience and gives an unbeatable feeling for the product. The development towards more digital productions places higher demands on paper today since the general public has little knowledge about paper. That is quite obvious in my job. To a larger extent, I have to make samples and dummies so that customers understand and can visualise how a product will look and feel.”

Monique Willemse (Amsterdam, The Netherlands): “It is not about one or the other, but about how printed and digital media work together. Right now, printed items have a unique competition advantage in the sense of touch. Digital media is being developed so that more functions are being assembled in one instrument, so our personal media is becoming light and will play with our senses. In the future of e-magazines, the cover model will talk to you when you pick up the magazine. But the effects of beautiful paper will always be appreciated. Therefore, it is important to present the products in the best way possible – by touching all the senses of the recipient.”

Caroline de Vries (Paris, France): “There is a question of quickness and economy in digital productions, but for us, designed printed materials clearly have added value. Publishers realise that their products must bring something extra in regard to materials and craftsmanship in order to create an obvious difference between downloadable non-tactile content and a “permanent” paper product. Paper provides a totally different quality for photographs and a designed paper product must be printed in order to be understood. Personal taste also plays a role. Many people appreciate the feeling of holding a magazine, but the largest difference is possibly that digital products don’t smell good, at least not yet.”

Tomas Rajnai (Stockholm, Sweden): “Nothing beats the feeling when something you have printed arrives from the printer – the smell and the first rustle of the pages are unbeatable. Even though it can be updated faster using digital methods and you can get more information in a shorter time, it lacks the possibilities that you have with printed materials; it becomes a memory you can have with you for a long time and go back to whenever you want. A paper product is something physical that cannot be replaced.”

We would love to know what you think. How do you feel that paper’s significance has been affected by digital products and media today?

Send your comments to: challenges@arcticpaper.com