Impact of Electronic Technologies on Print: Creative/Designers
How Do Creators and Designers Respond?
The most urgent requirement is to expand one’s creative and design service to include website design. The skill sets required for this are different but complementary; at its core, graphic design remains the key. Particular focus must be provided to mobile electronic technology platforms, as this is the area where most effort is concentrated for future growth.
Top-line expenditures on all marketing-related activities, including creation and design service, are projected to remain flat during the coming years as marketing communication channels continue to fragment and compete for finite resources. To thrive, creators and designers of print should position themselves in the digital print design, website and video design segments.
One particular area of importance will be the ability to migrate designs from one application to the next (particularly for promotional goods), and from one technology platform to the next. For example, a well-designed marketing brochure may also serve as the foundation for designs on digitally printed T- shirts, smartphone covers, and other related printed goods. Anticipating how the content might be reused in the future will become as valuable as the traditional understanding of color management skills when solely using offset printing technology.
Technology platforms and electronic display screen output size differences will vex designers for years to come. Designs that work well on one platform may perform poorly on the next technology platform. With rapid electronic technology display, life cycles and technology obsolesce, and expert input from designers will be more important than ever in the future.
Printed page volumes are in irrevocable decline. Inventory management of print is becoming more efficient and the trend towards shorter print runs, created as needed, is creating higher frequency of print job orders. This opens the opportunity for more frequent, up-to-date and tailored designs. The march to digital production printing technology will only help to increase the frequency of design alterations, in part because one now can make changes quickly and easily.