Janoschka magazine Linked_V3_2018

14 i n s i g h t s
Printed media, packaging and other physical formats
continue to be important elements in branding. Materials,
forms, refined surfaces speak to customers
and make product quality palpable. That is why the
paper needs to be selected to suit the brand or product
just as the logo or the colour do.
Every time we open a package, every time we turn
a page, it is sensual pleasure: we see and smell the
paper, we hear it when we touch it – and we feel it.
Our brains categorise everything we perceive with
two or more senses simultaneously as more credible
and more relevant than things we perceive with
only a single sense. What is more, our subconscious
processes these “multi-sense” data hundreds of
thousands of times more rapidly than our rational
consciousness.
By touching something, we are in part checking
what we have perceived through our other senses.
Touching a thing gives us a feeling of truth – “grasping”
it in the literal sense. Also, our brains translate
these haptic stimuli into mental concepts in a flash:
the velvety, matte-finish surface of a box makes the
melt-in-your-mouth pleasure of the chocolate believable.
Paper convinces.
And paper is simple. Produced for centuries from
the simplest raw materials, it can be endowed with
more diverse properties and characteristics than any
other material.
In operation since 1886: the first papermaking machine of the Büttenpapierfabrik Gmund (Bavaria, Germany).