Lost in the paper jungle - Ask UPM Paper Sommelier

(UPM Helsinki, 28 June 2010 at 14:00) - UPM's paper selection tool "UPM Paper Sommelier" is now available on UPM's paper website www.upm.com/en/paper/.

The UPM Paper Sommelier makes our customers' paper selection a simple process. Instead of technical data the tool uses words and feelings to describe an ideal paper. Like a good sommelier in a restaurant helps to choose the perfect wine to match the order for food, UPM Paper Sommelier recommends a suitable HSWO paper for the purpose.

There are different attributes in UPM Paper Sommelier to describe the sensory experience of a printed product. These are:
colour experience,
sharpness and feel,
body and posture,
print gloss and
print through.
UPM Paper Sommelier has been awarded an innovation prize at Golden Cylinder Awards 2010 of Gravure Association of America, in April 2010 in the category for "Technical Innovations, inks and substrates".

"Some of the comments heard during the Awards Ceremony were that UPM Paper Sommelier offers new possibilities to explain the potential of print in the media choice process", says Erik Ohls, Director of Technical Sales, Paper Business Group.

For more information, please contact:

Ms Elina Keskinen, Manager, Operational Marketing, Paper Business Group
tel: +358 2041 50229
email: elina.keskinen@upm.com