Print is not dead not even in the face of digitalisation accelerated by a strange time of global pandemic. When Fujifilm Business Innovation wanted to market colour swatches during these tumultuous times, we envisioned a book that rekindled the spirit of print in print businesses and the graphic design community, and reminded them of why print is loved in the first place.

We researched the demographics of the print industry and identified them to be of a similar lifestage, parents or grandparents of young children and saw an opportunity to delight these print operators using popup books, something familiar from their childhood. We wanted to bring the prints to life through the pop-up books and create a moment where print is appreciated for the joy it brings, in the confines of a home to share with their children and grandchildren due to the pandemic, especially relevant in the default work from home arrangement.

We turned a usually technical swatch book into something that evoked a simple child-like joy towards the print through the pop up illustrations. A joy so simple that both the young and old could enjoy. It is designed to be a tool that is used to foster relationships and has the capability to bring things to life.

Featuring six distinctive animals in the African wilderness, the fantastical pop-up book was designed to captivate and enthrall people of all ages. Despite being a pop-up book, it maintained the integrity of a colour swatch book with perforated tearable swatch samples to facilitate easy colour shortlist selection. We used The Great Migration Story to demonstrate the print quality. As one flipped the page, and the pop-up unfolds, the angled surfaces would catch light, the reader would be captivated by the metallic and non-metallic colours produced by Fujifilm’s Revoria Press series.

Ultimately, the future of the print industry remains vibrant. The tactility and the dazzling colours draw people in, and reminds them why they love print in the first place. The Great Migration pop-up book reinforces this idea and serves as a reminder of a love for print and that print is not dead.