05. Backlash against digital
After years of talk about the decline in print, voices in the industry feel things are turning a corner. Not only is print not dead, in many ways it’s making a comeback.
“Print as a medium for design-related marketing is enjoying a renaissance, in a number of markets,” says Graham Congreve of Evolution Print, award-winning litho, digital and large print specialists in Sheffield, UK. “The tactile and physical nature of print lends itself to ‘considered’ design, but also to the feeling and reaction against an element of digital ‘burnout’ and its lack of permanence.
“For example, a number of our magazine titles have joined us from the purely digital arena, seeking out the added values of this physical alternative. Books are more and more intricate, hard bound or soft, and special editions often enhance a cheaper, longer run alternative, and an online campaign.
“Posters are bold and often feature special colours, and across the board of all markets we’re seeing the imaginative use of vastly different substrates, and often within the same suite of finished pieces.”
Much of this is down to good marketing by paper manufacturers, he notes. “But it’s also due to the energy and passion of the new breed of designers, often working with craft-based and print obsessive tutors in colleges, that are opening up new opportunities for their students and the print community.”
06. The “Leave Behind”
Finally, Alan Smith of With-Print identifies a recent mini-trend in print design that’s specific to creative agency pitches: what he calls the ‘Leave Behind’ for clients.
“This is part of the presentation that should wow,” he explains. “We’ve been known to produce 10 personalised invites to a pitch, each detailing a particular member of staff and their strengths. This invite was foiled with the client logo and put into handmade envelopes. The company won that pitch.
“More simply (and I encourage this) we’ve produced ‘live’ samples of the finished books/leaflets/business cards so that the designer can pitch with a real item in their hands. This goes down very well. Essentially, this trend is about companies demonstrating they can add value to the client; the better the ‘Leave Behind’, the more chance you have to win.”
Source: Creative Blog