When the proof for a new product arrives, I check the color and how the paper texture looks by shining light on it.
In the early stages of production, we compared the same design on many different types of paper, changing the time of day to capture the soft morning light, the direct midday sun, and the evening lighting. We were captivated by the subtle "catch" on our fingertips, the depth of the black, the clarity of the white, and the way the paper reflected light. Through this process, we fell in love with the thickest paper of Van Nuys V-FS, and we have been using it for all our posters ever since.
The History of the Paper Called "Vannuovo"
Vanuovo, a premium printing paper, was born in 1994 and has become a leading product in its category. It originated from the concept of "rough-gloss," which harmonizes the seemingly opposing elements of "printability" and "paper texture," overseen by designer/architect Kijuro Yagihashi. A characteristic feature is its "high bulk"—it's light despite its thickness, due to the large amount of air contained within the paper. Since its release, it has gained strong support in the art and photography worlds.
The paper is manufactured by Dai-Oh Paper Products (Daiwa Paper Group). However, because Takeo , which is widely known in the fine paper field, handles the sales, the paper is often recognized as "Takeo paper" in the industry. The V-FS, which is the core of the series, is widely used for books, posters, catalogs, calendars, etc., and is also FSC® forest certified . The name comes from the French word VENT NOUVEAU (new wind).
In 2019, with the aim of strengthening environmental measures, the "V" series was fully transitioned to FSC certification. At that time, the product name was also unified from "V" to "V-FS".
V-FS's "personality" in one word:
The printed surface has a subtle, semi-gloss finish, while the unprinted areas have a calm, matte finish.
It's not as glossy as coated paper, nor as dull as uncoated paper—it takes the best of both worlds in terms of color reproduction and texture. The blacks are crisp, and the gradations are natural, allowing even brushstrokes, smudges, and the air of the margins to be conveyed gently. The firmness and thickness that create the "presence" when hung on the wall are also suitable for posters.
Where has it been used (examples)?
Van Nuys has often been used with the purpose of "making the printed material itself closer to a work of art."
For example, the commemorative exhibition "VANNUBO × 15 Photographers" for the 20th anniversary of its founding. This exhibition, which explored the works of 15 photographers, including Kyohei Araki, Daido Moriyama, and Rinko Kawauchi, by making the most of the characteristics of paper, is a prime example of VANNUBO's "media power."
In actual production settings, it is widely used in printed materials that are meant to be "seen," such as company brochures, catalogs, photo albums, and portfolios (e.g., the VG series is used in Shinkosha's company brochure). The manufacturer also officially states that it can be used for books, posters, catalogs, and calendars.
Why We Chose V-FS
I tried the following types: Arabel, Mrs. BF, Montciel, and Vannoevo.
I decided on the thickest V-FS for the following three reasons.
- Colors stand out while glare is gentle - the artwork looks calm even when the lighting environment changes.
- The black is tight and the white space is clear - it doesn't interfere with the breathing of the shadows and white space.
* Thickness and firmness – The paper doesn't wilt even when framed, giving it a presence as a poster.
In this way, the final product quietly, yet undeniably, stands out in everyday spaces.
A comparison of "right person, right job" with other popular newspapers.
Compared to fine paper, which is also popular, you can see that each has its own suitable application.
A delicate matte finish from Araver's uncoated paper. A soft touch with a natural tone. Excellent for watercolor, drawing, and booklets with a Scandinavian aesthetic. Color reproduction is subdued.
Mrs. BF
Supple and flexible, with a fine, even texture. Easy to use for the main body of the image, and excels at reproducing gradations. Use when you want a flatter, more even skin tone.
Montesion has a rough, rustic texture and a natural, off-white color. It is suitable for poetry collections, zines, and pictorial booklets. The color reproduction is subdued, emphasizing the texture and feel.
Vannuvo V-FS
A balance between color reproduction and texture. Suitable for reproducing photographs, contemporary art, and graphics, and also for posters, where it suppresses glare while maintaining clarity.
In summary:
If you prioritize "texture," choose Arabel; if you want "a well-structured text," choose Mrs. BF; if you want "a text with character," choose Monticello; and if you want "to reproduce the work while maintaining its presence," choose V-FS.
When it came to art posters designed to be displayed, the last option was the answer we were looking for.
Also, be sure to mention the disadvantages.
The better the paper, the more trade-offs there are.
- More expensive than standard coated paper. May affect the number of copies and size.
- Not suitable for glossy finishes. Not appropriate for designs aiming for a mirror-like shine.
Even so, if you prioritize how art "looks" and "feels" when displayed for a long time, the advantages of V-FS outweigh the disadvantages—that's our experience.
In conclusion.
Every time I pick up a stack of paper delivered from the printing company, I feel that paper is not just a "supporting character."
It supports the colors of the artwork, creates tranquility in the margins, and exudes a distinct presence while subtly receding within the frame.
Vanuovo V-FS was a paper that faithfully fulfilled its role. After countless proofreadings on various papers, we arrived at the "aesthetics of the foundation." It blends seamlessly into daily vision, yet subtly enhances the appeal of the artwork at just the right moment. I continue to be captivated by its understated excellence.
