Graphic design often requires both finesse and surprise. Small details, such as a paper surface and the shade of the paper, can make a huge difference.
Shade, volume and dimension are cornerstones in the new campaign for the Arctic Volume Range - Explore the Volume, where photographer Vincent Skoglund and set designer Tobias Allansson have played with scale, form and perspective in new and unexpected ways.
The fifth colour
The shade of the paper is an important characteristic to take into consideration in choosing paper. What do you want to achieve? Is it the best possible printing quality, colour reproduction, contrast or good readability and a feeling of exclusivity? In three playful motifs, the paper choice and design of the campaign varies in order to show the different possibilities that are offered with the Arctic Volume Range.
- "Different shades provide different printing results and colour temperatures, which contribute to the last, important finishing touches or the feeling you want to convey," says Annika Andréasson, project manager at Arctic Paper's marketing department.
Ingenious team behind the campaign
Vincent Skoglund is known for his unexpected details within fashion and product photography. Sports products are a speciality. In his photos, the commonplace is mixed with extreme sports – here, a snowboard hangs on a clothesline while the piste is cleared with a vacuum cleaner. Tobias Allansson is often responsible for ingenious concepts, which have been successfully used by Burton and Adidas.
In the new campaign for the Arctic Volume Range, the details are well-known, but the perspectives distorted. The sewing needle is gigantic while the garment is tiny...or?
Swedish cookies on Arctic Volume Ivory
Someone who has recently used Arctic Volume Ivory is Susanne Reali, assistant publisher at the publishing company Max Ström. The book is called Swedish cookies and has become very popular. Recipe books should have a long lifetime since they are often passed down from generation to generation. In addition, it is important that the photographs are inspiring and do the recipes justice.
- "Together with our designer, we put a lot of thought into the paper choice. She wanted to see an uncoated paper to see the feeling it conveyed. I preferred coated paper where the photographs could be shown more distinctly. In the end we agreed on Arctic Volume Ivory, which we felt combined both the feeling and printing characteristics. It has a wonderful paper feeling and also a shade that we liked, a tone that adds a little warmth to the photos," says Susanne Reali.