Monday 19 April 2010

Response: Lucinda Thompson, EightyOne Design, Devon

Why is print successful in communicating an idea/concept? When print work is designed properly from concept to final piece it can be a very powerful tool. A piece of striking product design can change a consumers buying habits and this shapes and empowers brands. For example taking the time to get packaging right on a high end mobile phone speaks volumes about that company and their brand values.

Why do you use print design as a communication tool? Print as apposed to digital marketing materials (e-mailers, microsites, websites) has a physical presence which audiences respond differently to. A strong and interesting printed mailing piece landing on your doorstep can be kept on a desk and referred back to later, whereas an interesting emailer may not be deleted, however other emails can land on on top of this pushing it out of view and reference.

Considering your own experiences of designing for print; what do you consider to be the best/most enjoyable thing about the print design process? For me the most enjoyable thing about print design is when the client holds the printed piece for the first time, with physical printed material clients can hold, touch and feel and seeing them do so is super.

Do you think that digital media or screen-based design will ever fully replace the printed medium? I'm sure print will always have it's place within marketing and design, however with the emergence of Apple's ipad I do feel we are that one step further from leaving print presses behind us.

The print industry is large and contains a lot of diversity. What makes printed material appealing (to yourself and consumers)? It is easy to dismiss an emailer, however a nicely printed piece of direct mail landing on your door still has impact. I think this is why clients are still using this medium. For me what makes printed material appealing is the texture, unlike web design with printed material you are touching upon (excuse the pun) another sense. You can convey your company values in paper weight and quality, something that isn't missed by individuals receiving your print work.

Why and for who is print design successful? Please specify clients. All the print work projects we have worked on have been successful for our clients.

Do you design for print and screen? Are there cross overs, and if so how do they work? We do design for print and screen and the same principals of design still apply to both, except you must remember how your audience will engage with the different mediums and with print don't forget your market can hold and feel print work so don't choose the cheap paper option, experiment with texture, shape and weight, it will go a long way to deliver your brand values.

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