Mohawk Explores the Influence of Design on Perception


Quick on the heels of the redesigned Mohawk swatchbooks is the release of the Mohawk Maker Quarterly. Fifth in the series of content focused tabloids exploring the “makers movement”, this issue examines the influence of design on perception and is printed on a variety of their Via and Carnival papers. Haven’t seen the newly redesigned Mohawk Via & Carnival swatches yet? You can read about it here.


Writer, educator, artist and brand consultant, Debbi Millman, contributes an article about how design and branding influence our behavior. Millman is quite the authority when it comes to branding and is the author of the widely successful book, “Brand Thinking.”
Printed on Carnival Smooth Stellar White and Via Smooth Light Blue, 4-color and copper metallic.


A visual case study is featured of the evolution of the Levi’s brand, one of America’s oldest and best-known brands. The uncoated, smooth finish of Mohawk Carnival is the perfect surface for these photos of rugged denim without sacrificing one iota of detail. (Jeans on a glossy coated surface just wouldn’t have the same effect.)
Printed on Carnival Smooth Stellar white with half sheets of Via Vellum Sunflower.


Our favorite spread explains the positive impact paper and color has on perception.
Printed on Carnival Vellum Blue with 4 hits of opaque white under 4-color process with UV inks.


Get a look at this ink coverage! These are the results you can expect when you specify a quality sheet such as Mohawk Carnival Smooth Stellar White. No fancy tricks here…just good paper and good printing.


One hit of metallic copper and black grace the cover of Via Kraft. This is one of 45 colors you will find in the Via & Carnival swatchbook. (And 13 different finishes!)


Half sheets printed on Via are interlaced throughout the piece. This four-color photograph is printed on Via Light Blue…yes, blue. It’s so light that it doesn’t overly affect the image, but instead gives it a crisp, clean look.

There are two things to keep in mind about Mohawk Via and Carnival. They are completely affordable (Via is Mohawk’s economy gradeline) and they are  exceptionally well made papers (so you can expect great printing results.) And while it may be the easy route to specify a printer’s house uncoated sheet (where you don’t really know what paper you are getting) wouldn’t it be worth it to use a paper that elevates the perception of your piece with better printing results and a tactile feel?

Contact your Field Paper Sales or Spec Rep for your copy today.