Stationery Trends

Fall 2017

Stationery Trends Magazine

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4 Fall 2 0 1 7 E S T . 2 0 0 8 E D I T O R ' S L E T T E R Publisher & COO Kimberly Baker, 616-520-2135 [email protected] Integrated Marketing Consultant Brian Virgona, 616-350-8360 [email protected] Editor-in-Chief Sarah Schwartz, 216-464-0709 [email protected] Assistant Editor Sam Ujvary, 616-520-2167 [email protected] Copy Editor Zeke Jennings, 616-520-2159 [email protected] Multimedia Designer Stacey Wells, 616-520-2170 [email protected] Print Designer Abbey Fowler, 6.25 Paper Circulation Becky Stovall, 616-520-2138 [email protected] Production Assistant Samantha Orsi, 616-520-2148 [email protected] Creative Director Kristina Howell, 616-520-2168 [email protected] Billing Sally Ostman, 616-520-2136 [email protected] CEO Matt McCallum, 616-520-2133 [email protected] Editorial Advisory Board Chandra Greer, GREER Lisa Mattison Roberts, Rock Paper Scissors Grace Kang, Pink Olive Audrey Woollen, Urbanic Paper Boutique Daniel Collier, Daniel Richards Melinda Morris, Lion in the Sun Publisher 's Advisory Board Glen Biely and Brian Jacobsen, Madison Park Group Greg Geller, The Boatman Group Mark Smith, Envelopments Kelly Bristol, National Stationery Show George White, Up With Paper Editorial and advertising offices at Great American Media Services P.O. Box 128, Sparta, MI 49345 Phone: 616-887-9008 Fax: 616-887-2666 Please visit us online at Printed in the U.S.A. Subscriptions are $15 to qualified U.S. retailers. Canadian subscriptions: $56; foreign and all others: $100 per year U.S. funds. Digital subscriptions: $9.95 per year. Single copy and bank issues: $6. Article reprints available upon request. Stationery Trends, Volume 10 Issue 4, (ISSN 2159-7456). Stationery Trends is published Quarterly (Summer, Spring, Summer, Fall) by Great American Media Services, a division of Great American Publishing, 75 Applewood Drive – Suite A, Sparta, MI 49345. Application to Mail at Periodicals Postage Prices is Pending at Sparta, MI and additional mailing offices. POSTMASTER: Send address changes to Stationery Trends, PO Box 128, Sparta, MI 49345 Making Design Personal P eople make choices. Choices make history. Originally I thought this was just a clever bumper sticker — that's where I first spied this — but I've since learned that those two sentences are actually trademarked by Facing History and Ourselves, a national foundation devoted to helping students learn about hatred and bigotry so they can stop them from happening in the future. Choices may make history, but what about design choices? They may not make the kind of history to be studied a few decades from now — although perhaps one day a #resist enamel pin will be at the Smithsonian alongside, say, a "JFK for President" button — but a product that speaks to our own choices and values expresses who we are and what we are about, all in a glance. And, in my 20 years of covering the stationery and gift industries, I can't recall ever seeing so many very personal choices and beliefs expressed via product design for all the world to see. But, that is simply one of many currents running through new and enduring ranges. At market, evidence of the artist's mindset and hand is everywhere you look — whether it's through a watercolor wash, a hand-lettered greeting or a smartly expressed sentiment that feels as though it was written just for you. Another notable design current concerns the choices retailers make in terms of what they carry on their store shelves. Quite simply, investing in a given line is more than writing an order, it is an extension and expression of a store's larger vision. In other words, it's a personal choice. When a customer stumbles across a certain something that immediately feels personal to them, staffers talk up these makers not as corporate entities, but as people — and even the fact that the word "maker", not the more impersonal "manufacturer" or "vendor," is used here, speaks volumes as well. So, as important as the concept of brand is these days, there's nothing impersonal going on here. Stores want customers to connect with them on several levels: via their individual wares, the ranges they carry and the very experience of visiting their venue. It's not just business anymore — it is very personal! I think stationery retailers understand this better than nearly any other type of store — after all, what is stationery about if not honoring personal connections? So there's little more for me to do at this point than invite you to sit back, relax and enjoy finding that next product or maker that expresses yourself perfectly! Until next issue, Photo courtesy of Simone Jowell Photography

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