This book contains the insights of eight print industry designers. They were asked a series of questions about the different aspects of print design and asked to respond to them from their own perspective.

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“NickWhy is print successful in communicating an idea/concept? Accessibility, anywhere anytime. A physical media that can be very tactile.

Why do you use print design as a communication tool? To communicate directly with an audience in any way a client needs to. A very diverse media.

What do you consider to be the best/most enjoyable thing about the print design process? Most enjoyable part is seeing your design come to fruition being used by the target audience or end client.

Do you think that digital media or screen-based design will ever fully replace the printed medium? No. Print will always have it’s place.

The print industry is large and contains a lot of diversity. What makes printed material appealing?Accessibility and physical contact.

Why and for who is print design successful?It’s successful for all clients. From promoting drug awareness campaigns for the NHS to a one-man-band handing out a business card.

Are there cross overs when designing for print and screen, if so how do they work? Yes we work in both media, sometimes separately but a lot of the time together. Most brands we create span both print and screen. One can influence the other – in either direction. For the target audience sometimes one media leads to the other and vice versa – links between print and web. Print campaigns include web links. And web campaigns result in signups for print material delivered by mail.

PyeNickPyeNick

Design work by Agent 8, Hampshirewww.agent8.co.uk”

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“Why is print successful in communicating an idea/concept?Print is just the medium. It all depends on the idea and producing something appropriate for that idea and the people who will be viewing or engaging with it. It could be a piece of print but it also could be an event or something painted on the side of a cow. The medium can only enhance an idea, if the idea is bad it won’t matter how it is delivered.

What do you consider to be the best/most enjoyable thing about the print design process?Personally I really enjoy the beginning and the end of a project. At the beginning anything is possible and the idea generation element is something I personally really like. Like wise I really like seeing the end result, especially if it is a piece of print, I still get quite excited about going to see things coming off the printers presses.

Do you think that digital media or screen-based design will fully replace the printed medium?People have been predicting the end of print for years now, I don’t think it will ever truly die, prehaps it will become more niche. But people still like the sensory feel of a piece of print in your hand. I think it is that physicality of holding a piece of print that digital can’t yet replicate.

Why and for who is print design successful?Print design in itself isn’t successful, great ideas brilliantly executed make successful work.

Are there cross overs when designing for print and screen, if so how do they work? There are crossovers, but you still need a good idea at the heart of it.

Design work by Elmwood, UK and international officeswww.elmwood.com

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“TomWhy is print successful in communicating an idea/concept?Print can still reach potential customers in places computer screens currently can’t (although this is becoming less and less true with the introduction of things like the apple iPad). Its also incredible useful sometimes to leave behind a physical object as a constant reminder of your brand. Online media can’t achieve that.

Why do you use print design as a communication tool?Once we’ve analysed a brief it is usually clear which method with produce the most successful result in our target audience depending on the type of person we are trying to talk to and the timing of when we want them to come into contact with our communication.People are very receptive to very nicely designed printed communications.

What do you consider to be the best/most enjoyable thing about the print design process?When budget allows us to use some of the more unusual processes, papers and coatings, it is incredibly exciting to see the finished item return from the printers. I know this will sound strange to most people but the smell of fresh print is just fantastic.

The print industry is large and contains a lot of diversity. What makes printed material appealing?Printed media is a seriously competitive industry and getting hold of a consumers attention is usually your greatest task as a designer. I think everybody though, designers or consumers, love to receive something that looks like it has had a lot of effort put into it.

Are there cross overs when designing for print and screen, if so how do they work? Yes we do, and yes there are. Some design principals on spacing and layout cross over, others are completely different. A brand consistency has to be maintained perfectly across both mediums.

GreenwayTomGreenwayTom

” Design work by GDC, Londonwww.gdc.uk.net

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“John-PaulWhy is print successful in communicating an idea/concept? It’s tactile, versatile, precious, mobile, ubiquitous, dynamic...

Why do you use print design as a communication tool? We use all forms of visual comms, you need to consider all media in order to be effective...

What do you consider to be the best/most enjoyable thing about the print design process? The anticipation of the final printed piece.

Do you think that digital media or screen-based design will ever fully replace the printed medium? Never

The print industry is large and contains a lot of diversity. What makes printed material appealing?Its ease of use for the end consumer and the other properties of whatever you have printed ie beermat, van, packaging, t-shirt...

Are there cross overs when designing for print and screen, if so how do they work? We design for both formats. Design is design, a visual response to a brief should not be constrained by media.

WinterJohn-PaulWinterJohn-Paul

Design work by Very, Londonwww.verystudio.co.uk

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“LucindaWhy 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.

The print industry is large and contains a lot of diversity. What makes printed material appealing?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.

Are there cross overs when designing for print and screen, 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.

Lucinda

” Design work by EightyOne Design, Devonwww.eightyonedesign.co.uk

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“AllenWhy is print successful in communicating an idea/concept? Print in a traditional sense (litho) is very tactile; it enhances the users experience with different materials (touch) and can also achieve added dimensions (uv, embossing, die cutting, paper engineering, etc) that can-not be achieved with web/screen work. Print also allows you to use these extra dimensions to challenge the user and potentially make the message stay with them that little bit longer.

What do you consider to be the best/most enjoyable thing about the print design process? Design should be attractive and fun, but I think the best design is more than this - it’s powerful, thought provoking, intelligent and clever - all of which print does differently (and some would argue) better than digital media.

Do you think that digital media or screen-based design will ever fully replace the printed medium? No. Take music for example, we (all the guys here) like having that very tactile experience of buying a cd, reading the booklet, feeling the material the pack is made from, etc. It makes the whole purchase an experience. I don’t think you get this when you buy online. We all have iPods and love the format, but think we’ll all continue to purchase something physical.

Why and for who is print design successful?Potentially anyone! Taking two examples, WaterAid (charity) uses print to get a message to a wide audience in developing countries where they don’t have access to digital media. But, very differently, Caffe Nero use print to promote drinks/food within their stores.

Are there cross overs when designing for print and screen, if so how do they work? Yes. Both have their strengths and weaknesses. The best campaigns realise this and intergrate the two.

BetchleyAllenBetchleyAllen

Design work by Progression, Surrey and Londonwww.progressiondesign.co.uk”

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“HannahWhy 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.

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?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.

GoudgeHannahGoudgeHannah

” Design work by The Gild, London and international officeswww.the-gild.com

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“EmmaWhy is print successful in communicating an idea/concept? It’s tangible, people can relate to it. People like to see physical results. Something to keep.

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.

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.

Why and for who is print design successful? 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.

Are there cross overs when designing for print and screen, 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.

DunphyEmmaDunphyEmma

Design work by The One Off, Derby and Londonwww.theoneoff.com”

ThankI want to say ‘thank you’ to all of the industry professionals that I have contacted during this research process for two reasons. One; because it has given me insights in to the world of print design that have informed and encouraged me with my own design practice in ways I have never considered. Their opinions and views on the opportunities surrounding print are priceless. Two; because their time is valuable and helping me was not high on their ‘to do’ list; I am very grateful for their time and effort.

You...ThankYou...Thank

Agent8 Design Ltd, Lyndum House, 12 High Street, Petersfield, Hampshire, GU32 3JG, www.agent8.co.uk

Nick Pye

Elmwood, Ghyll Royd, Guiseley, Leeds, LS20 9LTwww.elmwood.com

Chris Jackson

GDC, 10 New North House, 202-208 New North Road, London N1 7BJG, www.gdc.uk.net

Tom Greenwood

Very, 125 Great Suffolk Street, London, SE1 1PQwww.verystudio.co.uk

John-Paul Winter

Eightyone Design, 3 Honeysuckle Close, Paignton, Devon, TQ3 3PBwww.eightyonedesign.co.uk

Lucinda Thompson

Progression, Concept House, The Street, Capel, Surrey, RH5 5ENwww.progressiondesign.co.uk

Allen Betchley

The Gild, 20 Little Portland Street, London, W1W 8BSwww.the-gild.com

Hannah Goudge

The One Off, 22A Arlington Way, London, EC1R 1UYwww.theoneoff.com

Emma Dunphy

An Introduction to PrintInformation collated by Alexandra Bucktin

Design Context 2010