Monday, 19 April 2010

Response: Hannah Goudge, The Gild, London

Studio/Agency Name: The Gild (part of the Exposure Group)

Areas of work within print design: We work across a broad range including (but not limited to) brand identity, packaging (graphic and structural), brand literature, print advertising, style guides and point of sale.

Why is print successful in communicating an idea/concept? I think with print, you can be a lot more specific with targeting your chosen consumer – when you can hold something, or flick though it rather than having to read off of a screen, I think it involves you a lot more, and leaves a lasting impression.

Why do you use print design as a communication tool? I like the tactile nature of print; I much prefer holding a piece of communication to read it. I like that it can come in all shapes and sizes, thicknesses and textures, finishes and formats. Also it's a lasting physical object – I like things that last, to be picked up again in years to come as a lasting artefact from a time gone by.

Considering your own experiences of designing for print; what do you consider to be the best/most enjoyable thing about the print design process? The physical nature of a piece of print. Also experimenting using different typefaces, images etc to answer the brief. Seeing the finished article after all your hard work is always a joy.

Do you think that digital media or screen-based design will ever fully replace the printed medium? I really hope not, I am optimistic that people will continue to see the importance of the printed medium – hopefully it won't become a rarity. I think that there will always be a need for the physical form of design. Consumers nowadays expect a more experiential dynamism from brands, and printed and physical materials definitely play a part in this.

The print industry is large and contains a lot of diversity. What makes printed material appealing (to yourself and consumers)? I think that this comes down to good design as a whole – clear communication, interesting and eye catching design. Some of the best pieces of design are articles that people want to keep and not throw away – something that brightens your day and becomes an interesting object in itself.

Why and for who is print design successful? Please specify clients. I would have thought that print design would be successful for any and all clients – possibly not for digital clients, but even they have a need for promoting themselves using print material – be it a poster, business card or leaflet...

Do you design for print and screen? Are there cross overs, and if so how do they work?
We have done work for companies' websites, pushing ourselves out of our normal remit. As an agency we are quite comfortable doing this – lucky for us we have a digital team within the wider Exposure group with whom we work alongside, consulting with their digital designers and account managers throughout the project.

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