Innovation creates new possibilities
The contemporary print landscape is experiencing a renaissance driven by technological advancement, deep personalisation and the desire for quality, tactility and authenticity. The immediacy and scalability of online media has indeed led to a decrease in printed media and the speed of delivery is hard, if not impossible to match. And yet, a host of innovations have led to paper-based and printed communication catching up with digital channels, leading to shortening of production cycles, lowering the barrier for people to design for print and making it easier to distribute globally. A lot of the gain has happened at printing facilities. From digitising client communications to automating sign-off processes, and even introducing robotic technology to make heavy and repetitive work faster, safer and more reliable. Atelier Bulk, the Bordeaux-based print house that produced the new inspiration tool for Keaykolour says about digitising their workflow: “Digitalisation has clearly transformed our field, especially in the way we collaborate with clients. We rely more on digital mock-ups and less on physical back-and-forth, which speeds up the design stage while keeping our craft at the heart of the production. Beyond this, digital tools also play a key role in our workshops. For example, we engrave our own hot-foil stamping tools in-house on CNC machines, designed directly from Illustrator files. This fusion of digital precision and manual craftsmanship allows us to reach a level of accuracy that was unthinkable a decade ago.”
Print just for you
As marketing campaigns are targeted at more precise and well-defined audiences, costly generic mail campaigns are a thing of the past. However, personalised and highly relevant physical communication delivered to a customer’s address, creates trust, and an unmatched level of attention. Digital printing techniques, such as HP Indigo, can compete with traditional offset printing in terms of print quality, but offer the advantage that each single copy can be unique, personal and different. As a leading premium paper, Keaykolour has been made compatible with these techniques, offering rich texture with outstanding digital printability. Variable data printing combined with premium substrates and finishing allows for personalised luxury experiences that feel both exclusive and crafted. Due to the digital nature, these campaigns can work perfectly within an online strategy and often generate significant social media engagement, as recipients share images of beautifully crafted physical pieces. Creatives, brands and marketeers are rediscovering that premium print offers unique advantages in cut-through and memorability that complement rather than compete with digital strategies. The tactile nature of premium print creates what is called “embodied cognition”, the physical act of touching and handling materials creates stronger memory formation and emotional connection. The inspiration tool of Keaykolour offers prime examples of this, integrating innovative and cutting-edge print applications that feel contemporary and effortless.
Quality thrives
As the premiumisation trend continues in many industries, brands are looking for meaningful moments to surprise and delight customers. In retail, hospitality and high-end B2B environments, marketing teams and designers benefit particularly from premium print's ability to create anticipation, delight and a ceremonial moment. From Invitation packages that incorporate multiple papers to retail packaging that combines luxury materials with high-end finishing techniques, these investments in tactile quality transform moments in a customer journey from touchpoints into personal experiences. Brand positioning increasingly leverages the perceived permanence and investment that is associated with premium paper. While digital communications can seem ephemeral and disposable, premium print communications signal serious intent and substantial investment into the customer experience. This psychological impact is particularly valuable for luxury brands, B2B communications, and any context where authority and credibility are crucial. Throughout its long existence, Keaykolour has served as paper-of-choice for many luxury and fashion brands, offering distinct and highly consistent coloured papers that would be foundational in brand eco-systems and its colours sometimes becoming synonymous with the core colours of a brand.
Sustainability shows the path forward
The future of premium print lies in balancing luxury and sustainability. As a leading global paper distributor, Antalis is leading this charge through innovations in production processes, resources development, and efficiency in distribution. With the mission to minimise environmental impact while maximising visual and tactile appeal, the company wants to ensure customers can use paper to level up their marketing efforts without harming the environment. Keaykolour is no exception within Antalis’ push to contribute to a sustainable future. The paper is sourced from responsibly managed forests and carries uses FSC-certified pulp. With most modern print houses adopting water based inks, biodegradable materials and sophisticated systems for recycling and circularity, the world of print and paper are leading in the effort to reduce our carbon footprint.
The Emotional Economy of Touch
Perhaps most importantly, contemporary print innovation recognises that in our increasingly digital world, physical materials carry heightened emotional significance. The deliberate choice to create something tangible signals importance and care that digital communications struggle to convey. The release of the Keaykolour inspiration pack demonstrates that the Antalis understands and drives this shift. By creating resources that are educational, playful, and genuinely inspiring, Keaykolour is providing value beyond the material itself. The brand is supporting the creative process, facilitating discovery, and acknowledging that great design emerges from experimentation and play. As Ruben de la Rive Box, creative director of Design & Practice notes: “It is about putting the power of colour theory directly into the hands of creatives, by exploring colour as an emotional and relational experience.” This human-centered approach to print reinforces its fundamental strength: creating meaningful, memorable human connections through carefully crafted physical experiences. The print industry's continued relevance in the digital age isn't about competing with digital media but about offering something fundamentally different: permanence, tactility, and the irreplaceable satisfaction of well-crafted physical objects. Through continued innovation in materials, techniques and tools, premium paper is not just surviving but thriving, proving that in our rush toward digitisation, we haven't lost our appreciation for things we can touch, feel, and keep. The future of marketing will be about meaningful, personal connections and increasingly call for physical and tactile experiences to create lasting impact. With its lush texture, unique colour palette and a more complete range than ever, Keaykolour is the prime choice for creatives, printers and brands to tap into the enduring value that paper offers.
Written for Creative Power by Antalis. First published on antalis.com
