Impact of Electronic Technologies on Print: Creative/DesignersDecember 7, 2012
Unlike most parties in the print industry, for creators and designers of print, the impact of electronic technologies is likely to be of greater benefit than business loss for two reasons:
1. Shorter run lengths and greater frequency of print drive the requirement for more frequent designs and design updates, and
2. It opens the door to expanding creation and design services to a new, incremental business: web design.
The decline in print demand, ahead of any significant impact of electronic technologies, caused the annual reports creators and designers to look elsewhere for business. The more successful ones transitioned their rich skills to website design and development. Many designers viewed this as an extension of their print business, but, more importantly, often as something new and exciting to challenge their creative skills.
Opportunity for Creators and Designers
At the forefront of graphic-rich image applications are catalogs, marketing collateral, and direct-mail applications often deployed by small businesses with frequent turnover—resulting in the need for more design services. These are just beginning to be impacted by electronic technologies (see Exhibit 1).
The creators’ and designers’ eye for photography and image placement/positioning gives them a great advantage over website creators focused on programming and coding. While the tools are in place to allow self-service design, a professional’s eye will provide a level of quality unmatched by a layman. It’s akin to designing your own house without the help of an architect. The design may be functional, but not necessarily esthetically appealing.