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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.
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.
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