Opening Minds to a Whole New World of Inkjet Possibilities
PRINT DESIGN | SALES ENABLEMENT
A clear and bold heading
To support the launch of the Canon ProStream web-fed inkjet press, Canon wanted a high-end media guide that would capture the attention of graphic arts and commercial print professionals.
The proof is in the image and color quality
Inkjet printing has long been popular in transactional printing and book production, but for the last two decades, Canon has been expanding its portfolio to include devices that go above and beyond what people thought inkjet could do — we're talking offset-level image and color quality. When you have an inkjet printer capable of creating flawless skin tones, rich shades, and vibrant pops of color, you have to show it off.
A clear and bold heading
We designed a high-end media guide that visually demonstrates the possibilities in this new world of digital printing.
It's all about the adjectives
To highlight the ProSteam’s capabilities, we used vibrant, high-energy, and lavish imagery that would resonate with commercial print buyers across target verticals: lifestyle, fashion, food, travel, and design. The media guide demonstrates what is possible with the ProStream: striking travel brochures, stunning fashion catalogs, and dynamic direct mail.
Throughout the guide, we emphasized the adjectives that one would use to describe the products or experiences shown in the imagery — captivating, opulent, dynamic, modern, and decadent, just to name a few — the same adjectives that customers using the ProStream might use to describe its results.
Because the focus was on the photography, we were able to allow the imagery to do all the work as it told the story of this adventurous lifestyle. We used visually impactful images you wouldn’t expect — like sushi donuts! And when it came to mixing type with imagery, we wanted the type to become part of the image environment. Ultimately, we let the original content determine the theme of the piece: Possibilities.
Chris Brown
Art Director