ONTARIO, Canada — JF Fabrics has launched “talking fabrics books,” which a company representative claims “is an industry first.” The three new color books series are built with an interactive technology that is activated with JF Fabrics’ new mobile app, JF App.

The JF App is available from the Apple App Store or Google Play. Once downloaded, a designer can look for the iPhone symbol in any of the new JF Fabrics color books. 

The books are embedded with an interactive technology that is labeled “Scan to Discover.” By hovering a mobile device over this element, hidden digital content is revealed. For example, a video begins playing on the mobile device. The press announcement states that the color books “come to life.” 

Lisa Nicholl, creative director for JF Fabrics, chanced upon a university catalogue with this interactive video feature. She was enthralled by the idea of a largely visual book with less dependence on words.

“We needed to find a clever way to communicate with our audience, particularly our younger audience,” says Nicholl. “Shelly Halverson (JF Fabrics principal) and I loved the idea of having the books come to life. We decided to develop the JF App.”

She also points out that designers are very visual people. “You can tell a designer about a fabric. But when they see it, they really get it.”

JF Fabrics is excited because their talking books are not just a technology fad, but a groundbreaking new business model. As an example, Nichols notes that installing drapery hardware can sometimes be an impediment to sales.

“But if we apply the ‘talking book’ to a drapery hardware catalogue, you can see videos on how to install it. There is no room for interpretation. The designer’s sense of security is heightened,” Nicholl says.

Right now, the video content of the new color books series is largely editorial. For example, if you scan the logo, the corporate video plays.

But moving forward, JF Fabrics plans to use the talking books as a sales tool. The company expressly chose the words “Scan to Discover” as the interactive element. This leaves open the option to change the video content at any time, such as when they are launching a new line.