Portfolio Surgery...

I had a portfolio with Chris from Elmwood today. It was great to get and idea of what a professional is looking for within my portfolio, and his advice is invaluable. I now feel better quipped to produce a strong portfolio that will correctly represent my design practice.

He was very positive about my work, some of which I was undecided about including in my book, but he said that tailoring my portfolio for the client I am seeing is the best way to work it. So, I am going to work on printing a large quantity of my briefs in a suitable format for my portfolio, and then choose 8-9 pieces for each client I am able see.

Chris also gave me some advice on the way I should order my website; putting the live projects/those I have achieved something with at the top, so that those are the ones that are opened first by those who view the website.

Thank you to Chris, his enthusiasm and positive comments have encouraged my work

End of year show...

We have been asked to start to thinking about how we want to present our work at the end of year show. I want to have my business cards available for people to take away and possibly a small selection of my work. I am going to produce 'a lot' of these (not sure how many at this point) to be available next to my work for people to take. These little packages are very easy to make, and won't cost too much to produce. I am going to include a little scroll of my work and a paragraph about myself that directs people to my website. I think that having something small and quite intriguing to take away is a good idea because it will make me memorable, rather than just having business cards.

Responses to Interviews 3...

Hannah Goudge - The Gild

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.

Emma Dunphy - 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.

Responses to Interviews 2...

Tom Greenway - GDC London

Why 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 replacing paper novels etc...). 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?We use a mixture of print and digital communications. 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.

Considering your own experiences of designing for print; 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.

Do you think that digital media or screen-based design will ever fully replace the printed medium? Probably not in our lifetime but the steady creap towards digital communications seems set to continue at the same slow and steady rate.

The print industry is large and contains a lot of diversity. What makes printed material appealing (to yourself and consumers)? 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.

Why and for who is print design successful? Please specify clients. The answer to this could be a 5,000 word thesis, but Ill just give one example which was the student guide for Thanet College which was very successful and lead to a lot more work from that client.

Do you design for print and screen? Are there cross overs, and 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.

Chris Jackson - Elmwood

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.

Why do you use print design as a communication tool?We use print when it is appropriate for the idea.

Considering your own experiences of designing for print; 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? Please specify clients. Print design in itself isn’t successful, great ideas brilliantly executed make successful work.

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

Responses to Interviews...

John-Paul Winter - Very Studio

Why is print successful in communicating an idea/concept? Because, 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...

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 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 (to yourself and consumers)? Its ease of use for the end consumer and the other properties of whatever you have printed ie beermat, van, packaging, t-shirt...

Why and for who is print design successful? Please specify clients. Because of the answers to question 1 and for any client...

Do you design for print and screen? Are there cross overs, and 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.

Nick Pye - Agent 8

Why 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.

Considering your own experiences of designing for print; 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 (to yourself and consumers)? Again accessibility and physical contact.

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

Do you design for print and screen? Are there cross overs, and 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.

Context Interviews...

I have spoken to some professionals for my design context publication. I realise that the responses are quite specific to my design context, but it has also informed me about the professional side of print design. The answers and information I have received have helped to inform my design practice as well as how professionals view the options and areas surrounding the print industry.

I have also been able to experience talking to professionals about their practices and the majority of them have been very helpful and understanding to what I am asking them for. These are the responses I have recieved:

Lucinda Thompson - EightyOne Design

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.

Allen Betchley - Progression Studio

Why 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 cannot 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.

Why do you use print design as a communication tool? I think I've answered this above.

Considering your own experiences of designing for print; what do you consider to be the best/most enjoyable thing about the print design process? Again, I think this is answered above; 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? (You may specify clients)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.

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