Fetch Blog

The uptake in the use of image recognition (IR) and augmented reality (AR) is increasing. Not to forget quick response (QR) codes and even Documobi's Intelligent Print Recognition™ (iPR). What all of these tools are doing is bridging the gap between the paper, print and digital worlds via tablets and smart phones, providing the reader with a complete communication experience. This article is partly our thoughts, research we’ve gathered and a lengthy chat we had with Deborah Corn from Print Media Centr (PMC) in the USA – thanks Deb! We love paper but we love the digital world too and now, they can both play nice.

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All of these buzz words can be a bit much. In a nutshell, in the case of AR/IR, software and apps have been designed for smart phones and tablets. They can recognise images via the camera (or webcam in the case of computers), scan them and then provide an interactive digital experience. QR codes (the black and white squares used on print ads or outdoor displays) can be easily generated with free software and hundreds of different apps can read them. You can see there are various options available. The one you choose all depends on what your client wants and the end result needed because all the technologies have their own benefits and limitations, whether its cost, aesthetic etc. 

We encourage you to look more into this space to understand which options best suit your project. You can research the popular AR technologies like Aurasma, Blippar™ (used by Franklin Web) and Documobi's iPR  (Digital Press uses it). This one is something quite revolutionary because you can create a digital experience with a piece that has already been printed. So it doesn't need to be included in the design stages like with AR/IR. Here's some real life examples from the retailers and companies that have developed/utilised these technologies:

Gram – is a popular food culture publication that uses tags (much like QR codes) to link their stories to further online content and imagery by the blogger featured in the newspaper. You’re also invited to comment on the story by scanning the code.

Tesco: the UK supermarket giant, has done a great job of delivering AR to the masses. Scanning their print ads brings the page to life. You can download daily recipes, discounts, find your nearest store, access to articles and more.

Blippar™ and ShortList magazine: This magazine is amazing (watch video above). You hold your device up to the cover in blippar mode and you can blipp to play classic computer game Chuckie Egg from the front cover, find pages where you can blipp to watch videos, buy, vote as well as many other pages where you can find extra content.

ASOS – the hugely popular online retailer, used AR with their print mag which is sent to over 450,000 readers. They know their readers love fashion, their mobiles and the mag, so they created a ‘Scan to shop’ experience like digital treasure hunts, exclusive offers and the chance to instantly buy pieces.

IKEA – their 2013 catalogue is going to be an AR experience. They’ve created their own app you can download. By scanning selected pages, you unveil films, photo galleries and interactive experiences.  

BMW Australia – created a unique book for new BMW owners, using AR and IR (the thumbnail pic for the Fetch Newsletter story was taken from the book). You can scan for video content, a 3D car and one page even starts with the rumble of an engine which then makes the device tremble at the same time. Search our website for 'BMW' to read more about this amazing project.

GRAPH EXPO 2012 – Is held in America and is one of the largest displays of 'live' running print equipment. Deborah Corn hosted a booth – 'The Printerverse™'which included the first interactive message board called GRAPHitti™ using iPR technology. Participants had their photo taken in the Kodak booth, then a video was made about them. The photo was pinned up on the wall and using iPR, it linked to the video content. Deb tells us that the students who visited the booth pretty much went insane over iPR and many mentioned how they were excited about print again.

Banana Republic – a fashion label, released a QR code campaign that links the code, printed on a wine bottle, to music, style tips and food/wine recommendations.

We've only scratched the surface here but it's clear these new technologies offer the best of both worlds – the tangibility of print and the possibilities the online world brings. As a printer or designer, there are plenty of reasons why you could get involved (other than the fact it's inevitable the world is moving to a more digitised format). One of the main reasons is that it provides more value for customers like access to more content, good for times when space doesn't allow, like on packages. Imagine being able to send the user to their travel destination with a digital experience as they're reading a brochure! Point is, AR, IR, QR, iPR all add another level to the relevancy of the printed medium. Increasingly, the full, rich experiences and interactions a brand and/or company can deliver is going to set them apart. Just remember (it's something we have read many times), provide credible, valuable content and not just feel good experiences (even though there is a place for that too).

If we had to rate our excitement right now, it’s about an 11 out of 10! We’ll keep adding to this discussion as time goes on so stay tuned for more content and interviews with people utilising these new technologies. We'll also cover Near Field Communications in our next post.

Our 2012 Christmas cards are printed on our new WILD and Strathmore Enhance papers. Why two papers? Well, we couldn't choose between the soft cotton finish of WILD and the geometric fine texture of Enhance. So why choose when you can have both. There have to be some perks to having warehouses full of paper! We threw in some seriously bright fluoro to bring our 'colourful Christmas' message to life. Here's the specification low down: 

Card 1:
WILD cotton paper 300gsm. Arriving mid January (weights 150, 300, 450, 850gsm)
Designed and letterpress printed by The Hungry Workshop. 

Card 2:
Strathmore Premium Enhance 271gsm. Sound familiar? This is not a new paper but a new name. Previously know as Beckett Enhance. This Mohawk made paper is now branded as Strathmore. In fact, all our Mohawk grades: Expression, Concept, Cambric and Enhance are all now branded as part of the Strathmore family. Swatch out in early 2013. Card designed by The Hungry Workshop. Printed offset on a Heidelberg Speedmaster press.

Why is it that dogs are always speaking French? We're not sure, but these little Curious pooches are no exception. Illustrated by Fleur Harris (Jacky Winter Group), these vintage style cards feature three pups. A French poodle, a sausage dog and a bulldog. Printed on Curious Metallics paper they pop with colour and make a cute little gift set. The cards are printed offset on Ice Silver, Ice Gold and Cryogen White.

Blank on the inside, they are designed for any occasion, open to your imagination really. They are a gift from us to you to use at any time of the year. We are always searching the office for a thank you card or a last minute birthday card. So keep this little pack in your desk for just such an occasion. They are also designed to show that Curious Metallics paper looks great with full colour and can be used in a variety of ways. Metallics aren't just for wedding invites! Coming to your studio soon. If we don't call on you but you'd like a set anyway, drop us a line and we'll post a pack out to you. Email Catherine Doggett cdoggett@kwdoggett.com.au

KWD is proud to be a major sponsor of Project 21. A design collaboration between the Lighthouse Foundation and four generous Melbourne studios: Ortolan, Tin & Ed, 3 Deep and Paper Stone Scissors.

The project consists of 21 images all created around 21 positive messages such as 'Laugh often, long and loud' and 'The secret to living is loving'. The images celebrate 21 years of operation for the Lighthouse Foundation, a not for profit organisation that seeks to eradicate youth homelessness. One Lighthouse statement that really resonated with us is 'protecting young people is everyone's business'. We like that. We're pretty passionate about business giving back to the community. The Lighthouse Foundation says homelessness is not about a lack of a house, but rather the absence of a home. Buying one of these card packs means all of the money will go into funding one of their homes. Places where young people can develop a sense of belonging, feel connected to people and their environment. A base to start again. 

But it would be remiss of us not to mention that these cards aren't just about doing good. They look pretty awesome too. Who wouldn't love a limited edition print of a pineapple with googly eyes? Or a beautiful water coloured sun? Plus the 21st card is a donated image from the estate of the late David Band. The cards are printed on a mix of coated and uncoated paper and feature the super duper print from the guys at Finsbury Green. 

Our reps will be out showcasing the work in the new year but in the meantime, if you'd like to see a pack for yourself then jump on to the Lighthouse Foundation's site and lock a set down. For $35 you'll receive 21 cards (the calculator says that's a bargain). We hope they sell the lot! Thanks in advance for your support.

Mabe Hair is not just any hairdresser in Adelaide. With a collective 20+ years of experience, safe to say this is a very special salon. Rightly so, they deserved an identity that reflects this. Introducing Band – a brand, communication and digital agency led by George Randle and Chris Cooper. It was those gold foiled scissors that first caught our attention. Nothing like a bit of foil to make us swoon!  Combined with uncoated stock Rives Design Pale Cream, it makes for very swish collateral.
 
Band created an identity that reflects the unique service Mabe provide as well as the history behind their craft. Hand illustrated scissors combined with bespoke typography has resulted in a clean and elegant identity. Rives Design Pale Cream 250gsm was chosen for the business cards and 120gsm for the stationery, providing an elevated feel. Printed 1 colour, the foil delivers the premium look and is a perfect balance to the creaminess of the stock.

‘No agenda, no pomp and ceremony, no clones’ states the Mabe website. Elements we think are perfectly reflected in the collateral Band has created.

Poco People is made-up of Kelly Eijdenberg and Travis Tiddy – two passionate, creative designers from Tasmania. We love to be inspired by design and it’s a pleasant surprise to find out a customer has been inspired by us! A recent visit from Peter Hansen, our Corporate Business Development Manager with our new Keaykolour ‘colourful life’ promo in hand, sparked their excitement and sent their love of orange into overdrive.

Kelly recalls Peter walking into their studio and saying: ‘I’ve got something you’re really going to love’ and boy, was he right. The duplex cover with our new, toothy, Tangerine (a delicious shade of orange) and old favourite Guardsman Red, combined with silver foil had the pair mesmerised. By the way, their love of orange extends to high vis work wear (we’re not kidding) and also to a one metre square tangerine coloured vinyl sticker on their office window.

Initially, they grappled with whether they should print on one side and foil on the other. They were rapt with the result and how Keaykolour held the foil on both sides as well as the thin type. The business cards are a miniature 55 x 70mm size but they sure do pack a punch. Avon Graphics in Victoria seriously impressed Kelly and Travis with their support and fast turnaround time (the cards arrived just in time for their office launch). Don’t you just love it when everything falls into place like that?

We asked Kelly what she loves most about the new Keaykolour shade: “This particular Tangerine is so strong and rich – a touch deeper and darker than your typical bright orange. We think it's really a special colour that and we knew it would help our business cards stand out. They certainly can't get lost on a client's desk!” The Poco People also plan to produce letterheads and already have a paper stock in mind, Kaskad Fantail Orange, which would complement the Tangerine cards perfectly. You can find Poco People on FB, Twitter or Linked In.