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the process and the end product make a strong physical impression. “When it comes to digital, our experiences are flat. There’s a screen or glass separating us from the image, and we can’t feel the paper or the impression or the ink. With letterpress, you can feel the print; there’s a texture and a relief of sorts that comes from the buildup of ink,” Aubry explains.


While the multisensory aspects of


letterpress create the tactile feeling that has been proven to create a deeper connection, there’s also the depth, dimension, and vibrancy of color. The process of making a print is fully physical—every letter, image, and color is hand rendered, and every poster is created one at a time.


But Hatch Show Print has stumbled onto something more than just the physical benefits of letterpress. As part of their commitment to preserving the history of print, they offer a variety of tours and workshops. Anyone who goes on the tour not only is afforded the opportunity to learn about the process, but also is invited to apply it to their own print— a souvenir of their letterpress experience. And while most participants love taking home something they made themselves, Aubry suggests that they are really taking home something much deeper. “We’re training people about design,


and they’re learning about the fundamentals of communication,” Aubry explains. According to Aubry, designers and marketers are especially in awe of the process. It demonstrates how every decision and movement impacts the end-result, reminding them to consider things such as negative space and how it relates to the image and the message. Aubry believes that original tools such as letterpress can improve someone’s overall design abilities and sensibilities, while also creating a heightened experience for the recipient as they feel the tactile elements of the final printed piece and connect it to the moment and the message. Letterpress may be vintage, but when it comes to rich, fulfilling experiences, it still rules. 


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Spring 2017


03


A VINTAGE-STYLE LETTERPRESS POSTER SET!


A VIN TY E


Hand-inked using hand-carved woodblocks, this poster set represents the a


of letterpress print.


ts the authenticity ress print.


ticity


Scan the QR code or register today at:


modernlitho co tho.com/Spring2017Register


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