Maker’s Field Guide

Paper is Part of the Picture

Does pink signify modern and bold? Or does it seem soft and feminine? Perception of color—including context, culture and personal preferences—shapes our response to the colors we see. Perception of color is why red signifies “stop” when you see it on the street, and “love” when you see it in the greeting card aisle. It’s why color has different meanings across the globe. It’s why the client says she hates purple.

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The Haptic Power of Paper

hap•tic  or hap•tical adj. [<Gk. haptesthai, to touch.] Of or pertaining to the sense of touch.

When you are selling premium leather riding gear, haptic perception is what it’s all about.

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Making Memories | How senses and emotions help us store and recall memories

There’s a family vacation photo on your desk—looking at it, you can recall details like the sun, the waves, the funny thing your son said just before the picture was taken.

Objects are powerful triggers that prompt us to recall past experiences. Researchers continue to explore how the senses influence how we form impressions and store and recall memories. Not only is the science fascinating, but it can also shape how brands communicate and win fans.

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Become a Materials Expert: Tips for Communicators

The competition for an audiences’ attention has risen to a fever pitch. They are overwhelmed, bombarded with more-more-more, with less and less impact. What we make needs to matter, to make an impression, to elevate itself from the endless churn of communication. But the question is, how? The answer may lie close to home: print!

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Inspiration, education + conversation: A Maker’s Field Guide to Texture and Color

The competition for your audiences’ attention has risen to a fever pitch. They are overwhelmed, bombarded with more-more-more, with less and less impact. What we create needs to make a powerful impression to elevate itself from the endless churn of communication.

But, how?

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