51st Anniversary Print Survey Sponsored by Verso Paper Corp.
A Pendulum Swing
by Gordon Kaye
For the 51st year GDUSA has conducted a reader survey about print design. When print was pretty much the only game in town, our surveys split hairs: lots of detailed questions and analysis of projects, presses, papers, specification practices. In 2014, print is far from the only game in town and our annual survey, appropriately we think, focuses on fundamentals – the present and future role of print in graphic and media communications. Here, the 2014 survey results are both suggestive and informative.
First, the survey finds that print remains crucial as to how professional graphic designers make a living. More than 9-in-10 designers work in print as part of their mix and near 3-in-4 projects involve a print component.
Second, designers retain responsibility and control for large swaths of the print process, with nearly 9-in-10 involved in print buying and paper specification.
Third, designers still value print for its classic strengths. Foremost among these strengths is touch – the promise of the tangible, sensual, physical, real. Print works, they say, because it creates a human connection missing from the virtual world of digital communications.
Fourth, designers sense that the pendulum swing away from print communications has gone a bit too far. Their premise is that, in the digital clutter, effective printed pieces can be fresh, surprising, welcome, personal, special.
Fifth, print’s evolution to a smarter and leaner profile – think digital printing and sustainable paper making – are helping keep the medium a relevant option when hard choices are being made about effectiveness, economics, and ethics.
|print + paper
|print + paper
verso paper corp.