What is the Future of Print and Design? Panel of Experts Weigh In.:
The heart of our hangout was an exploration of the myth that “print is dead.” Luckily, our magazine, Graphic Design USA, has been polling on this issue for half a century, and had just completed our 50th annual survey on just this topic.
The conclusion we reached during the Hangout is simple but profound: print is unique and powerful because you can touch and feel and hold it. Print creates a human connection missing from the ephemeral and desensitizing media world of digital communications. Designers value print for its classic strengths – tangibility, sensuality, permanence...
That said we collectively managed to mine several other nuggets about the strength and prospects of print. Among them:
Print is practical. It is portable, convenient, accessible, easy to read, unplugged, it goes anywhere.
Print is crucial to how designers make a living. 93 percent of designers work in print as part of their mix, and 75 percent of their time is spent on print-related work.
Print is a team player. Print may no longer be the superstar, but it is an excellent complement and collaborator, a vital component in the marketing mix. From print to inbound telephony, or online to direct mail, print drives and motivates consumers.
Print is getting smarter. New technologies to customize, personalize, sharpen, target, interact and integrate are wringing out the waste and infusing responsiveness.
Print is novel. As the digital deluge, the online onslaught builds; print will be even more effective because it is fresh, rare, different, and welcome.
Print is sustainable. I hate the canard that print is dirty and digital is clean. I ran out of time to harangue the Hangout audience on this point so let me do it now. Print and paper are becoming “greener” and more transparent up and down the supply chain; the online world should only be as honest about its energy use and other sustainability issues.
