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User experience critical for success
1.
Manfred Werfel Addressing all
senses, bridging paper & digital www.wan-ifra.org
2.
What is the
secret of successful consumer products? The user experience is critical for success Create an excellent reading experience! Create an excellent advertising experience! © 2012 WAN-IFRA | 2
3.
Source: Thomas Geitner,
Paderborn, Germany, www.fotocommunity.de/pc/pc/display/18456751 © 2012 WAN-IFRA | 3
4.
Addressing all senses
Feel 25% Relevance of senses Sight for buying decisions Taste 58% 31% Hear 41% Smell 45% Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dec. 2006 © 2012 WAN-IFRA | 4
5.
The “daily magazine” Äripäev Tallinn, Estonia Source:
Society of News Design © 2012 WAN-IFRA | 5
6.
El Economista Madrid, Spain Source:
Society of News Design © 2012 WAN-IFRA | 6
7.
Akzia Moscow, Russia Source: Society
of News Design © 2012 WAN-IFRA | 7
8.
Akzia Moscow, Russia Source: Society
of News Design © 2012 WAN-IFRA | 8
9.
© 2012 WAN-IFRA
| 9
10.
© 2012 WAN-IFRA
| 10
11.
© 2012 WAN-IFRA
| 11
12.
Super panorama Example with four
pages 160 cm broadsheet Maximum of six pages broadsheet is possible Special folder retrofittable © 2012 WAN-IFRA | 12
13.
© 2012 WAN-IFRA
| 13
14.
German BILD in
double size © 2012 WAN-IFRA | 14
15.
Saturday edition, 27
August 2011 77,7 x 52,8 cm Double Broadsheet 16 panorama pages 77,7 cm © 2012 WAN-IFRA | 15
16.
B.Z. in Berlin
with “Cashcode” since 31 August 2011 ABC6284 Lottery number on each copy Digital ink-jet imprint system 7-digit code on front page ABC6284 Daily lucky draw © 2012 WAN-IFRA | 16
17.
Flying page in a broadsheet product
© 2012 WAN-IFRA | 17
18.
Half cover in tabloid
format © 2012 WAN-IFRA | 18
19.
“Zipping ads”
© 2012 WAN-IFRA | 19
20.
Improved Newsprint
© 2012 WAN-IFRA | 20
21.
Eco-friendly paper
© 2012 WAN-IFRA | 21
22.
Translucent paper
© 2012 WAN-IFRA | 22
23.
© 2012 WAN-IFRA
|
24.
© 2012 WAN-IFRA
| 24
25.
Special ink Fluorescent ink Metallic
ink Scented ink Scents in microcapsules in the ink Rubbing opens the microcapsules and releases the scents © 2012 WAN-IFRA | 25
26.
© 2012 WAN-IFRA
| 26
27.
Scented ink flavours Flowers Foodstuffs Perfume Roast beef Disinfectant Smell
of a dental practice Smell of burning © 2012 WAN-IFRA | 27
28.
“Edible” ads
© 2012 WAN-IFRA | 28
29.
Tasty advertising
© 2012 WAN-IFRA | 29
30.
Newspapers: Print & Apps Quick
Response Codes Clickable paper Augmented reality Promotion cards, “touchcode” technology Video in print © 2012 WAN-IFRA | 30
31.
Ricoh: Clickable Paper
© 2012 WAN-IFRA | 31
32.
Augmented Reality
© 2012 WAN-IFRA | 32
33.
Augmented Reality, Süddeutsche
© 2012 WAN-IFRA | 33
34.
Augmented Reality, Daily
Telegraph © 2012 WAN-IFRA | 34
35.
AirCode from “Printechnologies”
© 2012 WAN-IFRA | 35
36.
AirCode promo card
“touchcode” in the magazine of Die Welt © 2012 WAN-IFRA | 36
37.
Video in Print,
Fairfax, Australia © 2012 WAN-IFRA | 37
38.
Video in Print,
Pepsi ad, USA © 2012 WAN-IFRA | 38
39.
Production in the mailroom Combine
glossy cover with coldset content High-quality but low-cost magazine Stitching & trimming © 2012 WAN-IFRA | 39
40.
Stitching & trimming
— the basis of semi-commercial production © 2012 WAN-IFRA | 40
41.
Flexible newspaper production
Newspapers similar to magazines, Small circulation Semi-Commercial, SC, LWC, Heatset, UV Daily Free Daily Magazine Standard newspaper printing, High circulation coldset, 4c on all pages Simple, fast Complex, flexible © 2012 WAN-IFRA | 41
42.
Manfred Werfel Interim CEO,
Executive Director Competence Centre Newspaper Production WAN-IFRA GmbH & Co. KG Darmstadt, Germany Manfred.Werfel@WAN-IFRA.org www.wan-ifra.org
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