Mohawk (booth #129) has released A Simple Game: A Visual Guide to Running on Inxwell. Printed by UniqueActive Graphics, this clear, concise tool was designed by VSA Partners, Chicago, to introduce the benefits of Inxwell to a new generation of designers and printers while showcasing how beautifully Mohawk Navajo and Mohawk Options print.
This promotion is straightforward and easy to understand. It likens printing to golf in that small adjustments in either “game” can make big differences in the results.
There isn’t a lot of technical copy, but the recommendations are much more specific regarding ink tack, ink densities, curve adjustments and total area of coverage than Mohawk has ever published before. The book contains five print comparisons—curve compensation, blacks with dull vs. gloss coatings, finishes, shades and recycled content—that will appeal to designer and printer alike.
From the white foil with registered emboss on the front cover to the ball in the hole on the back cover, the reader encounters delightfully quirky photographs, tongue-in-cheek copy and “aha” moments of learning. Stunning four-color process images are interspersed with crisp black and metallic silver tri-tones and punctuated with Inxwell tips and advantages throughout. The result is printed blades of grass that you can reach out and touch and an overall impression of these being sheets you can’t (or shouldn’t) do without.