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.