If a publisher is planning a launch, we can give different samples of analysis about paper, which could help their creative thinking early on, said M-real Graphics business area research executive Marika Raitisto.

The study, which has been conducted with publishing professionals and readers, has shown that magazine material printed on different papers can cause various impressions with the reader.

From concept and design through to production, printer and paper manufacturer, the research can help them use paper in the best possible way, she said.

The Finnish paper manufacturer is also developing a research tool-box, which will provide examples of work produced with real-life magazines and simulations.

As well as the UK, the research has been extended to other European markets to find out if there are any cultural diversities in the preferences.

So far, M-real has said the research shows that perceptions in both Western and Central Europe are similar.

The research was initially started in 1998 by a team led by Professor Gte Nyman at the University of Helsinki in Finland, and has now been expanded and is continuing to be developed by M-real.

A presentation on the research was provided at FHMs international conference in Miami, where M-real, whose Galerie Paper is used by the magazine, was the main sponsor.

Story by Andy Scott