There are plenty of markets that can be described as mainstays for the gloss art paper sector: annual reports, brochures, posters, calendars, book covers, direct mail and catalogues to name just a few. Pretty much any application that needs to create a big impact and add value can benefit, but it’s not popular with everyone.

Angela De Vorchik, operational marketing manager at Arjowiggins Graphic, explains: The use of these stocks is mainly driven by printers looking for papers with quicker drying times that provide faster turnaround and increased productivity. However, designers tend to specify silk papers over gloss for their look, feel and tactile qualities.

Luxury draw
But that doesn’t mean gloss has lost the battle. Magazine publishers tend to specify gloss art papers, particularly for their high-end publications. The print quality works well for the reproduction of images such as luxury goods, says De Vorchik.
One recent trend has seen a rise in the recycled content of gloss art papers, which is reflected in the number of recycled grades available in the market this year. The percentage of recycled material used has increased in some products from 15% and 25% to 50% and above with no impact on quality.

The quality of FSC and recycled gloss art papers is now comparable to those manufactured from virgin fibres, meaning that printers don’t have to compromise when switching to green papers, says De Vorchik.
As a result, Justin Hobson, marketing manager at Fenner Paper, says that demand for environmentally friendly substrates is still on the rise. There is certainly a demand for products with a percentage of recycled fibre. FSC products are also increasing in popularity, he adds.

Printers and designers are becoming more aware of the paper choice and tone required for different jobs and of the benefits that gloss paper can offer. There is an increasing trend for printers to mix applications, particularly in text and cover jobs, with gloss cover paper or board and silk text paper, says De Vorchik.

However, using gloss papers for text tends to be favoured for bright and detailed images due to the print quality and excellent finish provided.

WHAT'S NEW IN GLOSS ART PAPERS
?    Robert Horne has introduced a Revive pure white gloss grade. The triple-coated high-quality paper is made from 100%-recycled waste and is FSC certified. In October the group launched a website for its Revive range of recycled stocks
?    Last week, Denmaur Independent Papers launched a swatch to illustrate the triple-coated silk and gloss paper Amadeus. The grade is part of the paper merchant’s Best of Both Worlds range.
?    In September, Arjowiggins launched a brochure campaign targeting 10,000 printers and designers. The campaign highlighted the environmental benefits and excellent printability of the company’s Cocoon Silk 50 and Cocoon Gloss 50 range
?    Xerox launched its Colotech recycled paper, designed for the digital colour printing market, in October
?    Earlier this year, Fenner Paper launched its Envirotech 50%-recycled FSC-certified gloss paper