Human-centric design of future print media

In this paper we argue that the plain old “dumb ” paper is overlooked as a platform for media. In addition to technology-centric innovations, such as smart paper, the pulp and paper industry should adapt a human-centric approach as well. By using our research on photo books as an example, we bring forth the qualities of paper media from a user-centric perspective. This perspective is critical in understanding the changing media business. For the pulp and paper industry, understanding the end-uses of paper from the users ’ perspective means new opportunities for business, partnerships, products, and services. However, the situation calls for an active role: paper will remain an undervalued technology platform without an intervention from the industry.