On Target Answers

To help graphic designers understand more about specifying papers for printing jobs, Montreal-based paper manufacturer Domtar recently launched a set of handy reference books called Answer Packs.

Measuring 63/8×91/8", each of the two Answer Packs—On Color and On Texture—comprises a sturdy cover case containing approximately 20 two-sided reference cards that are printed on 100- or 120-lb. cover stock.

Both resources are cleverly conceived, informative and entertaining, and timely. Cognizant of the current climate of budget pressure felt by designers and printers, Domtar focused on design techniques that are ideal for projects with a limited budget. Moreover, Domtar is publishing additional guides, with the aim of producing a reference series of handy Answer Packs.

Much of the credit for the appeal of the ingenious Answer Packs goes to Chicago-based Petrick Design, which created the concept, design, and text for the guides. Tom Maday produced the photography for On Color, and Tim Tomkinson, of Friend and Johnson, produced the detailed illustrations for On Texture.

The front of the Answer Pack cards is devoted to practical design advice and data; the back tells a whimsical tale about the hero or heroine of the particular Answer Pack.

"The Answer Packs have been very well received in the marketplace because they're simple and helpful," says Huguette Chainey, Domtar's advertising and promotions manager. On Color, for example, demonstrates how to design with different color paper; provides examples of printing with halftones, duotones, and tritones on color paper; and explains how to design with color inks on color paper. Like On Texture, each of the instructional cards in On Color contains detailed information about each card's paper stock, inks, and printing techniques.

Active Graphics, Chicago, used Kohl & Madden inks to print 27,000 copies of each guide on its two-, four-, and six-color Heidelberg Speedmaster 28×40" presses at 200-line screens. The cover for On Color is Domtar Solutions smooth Carrara white 100-lb. cover stock, while the cards are Domtar Solutions smooth Carrara white 120-lb. cover.

The cover case and cards for On Texture are Domtar Feltweave Carrara white 100-lb. cover stock.

"For us, it was a pretty straightforward job," relates Richard Milne, Active Graphics vice president of sales and marketing.

For Domtar's sales staff, the Answer Packs are "an excellent tool," says Kathy Karpinski, senior manager of specification sales in the papermaker's Chicago office. "They get me in the door. People love the series because they're very useful, plus they tell an amusing and charming story."

The Answer Packs' primary audience is graphic designers, paper merchants, and printers. "Younger designers find them particularly informative," says Karpinski. "Older designers love the Answer Packs because they can use them to show clients what a particular technique will look like."

Domtar is unveiling its third Answer Pack, On Dots, this spring, with a fourth Answer Pack slated for distribution this fall.