Monday 19 April 2010

Response: Emma Dunphy, The One Off, London

Studio/Agency Name: The One Off

Areas of work within print design: In-store retail graphics, visual merchandising display, packaging, brochures, guidelines

Why is print successful in communicating an idea/concept? It's tangible, people can relate to it.

Why do you use print design as a communication tool? A lot of the print design I work on is retail related, thus the graphics relate to and enhance a physical space. Most of the time for a more permanent and considered feel, the graphics need to be printed. Digital formats can be used as well, however they often look less considered. It depends what the client is after, but for a more substantial brand image, printed material often gives a greater sense of presence.

Considering your own experiences of designing for print; what do you consider to be the best/most enjoyable thing about the print design process? Creating a brilliant design that considers the material it is being produced on and the machine that is producing it. Figuring out the puzzle.

Do you think that digital media or screen-based design will ever fully replace the printed medium? Depends on how digital media evolves. It seems unlikely, but anything is possible...

The print industry is large and contains a lot of diversity. What makes printed material appealing (to yourself and consumers)? It's tangible, people like to see physical results. Something to keep.

Why and for who is print design successful? Please specify clients. Nokia - retail campaigns, promote products, bring people in off the streets, make sense of their wide range of products, target sales. Best Buy - large scale brand experience graphics - explain product ranges, set a scene, define a space, give the 'wow' factor, get customers excited about Best Buy. Hapé Eco-toys - packaging - communicates product info in 7 languages. Illustrates the excitement of the product inside, printed with water-based inks on recycled card which is friendly to the earth and helps to communicate the client's core message.

Do you design for print and screen? Are there cross overs, and if so how do they work? I have done some concept work for animation and web projects. Essentially, it's all design, so the same principles apply, and instead of sending it to the printer, you send it to a programmer. Of course there are things you need to consider in regards to the medium you a using, i.e. colour breakdown, sizes, programmes etc. but good design is good design, whatever the application.

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