I have luckily had replies from 3 studios in response to the questionnaire I sent out before easter. My focus has switched from production to typography and layout so these question and answers may or may not be relevant to my context book but it is research I am happy with.
Craig Oldham
Music
Graphic Designer
What are your experiences of the way print for graphic design has evolved over the last five years?
Graphic Design has changed, but Graphic Designers haven't. The term is redundant and needs redefinition in order to encapsulate the industry. The news can be 'graphic'. Graphic is the wrong term. Its about communication. About the transference of messages and of thinking.
Has the role of the print industry changed significantly with the introduction of screen based design solutions?
Not the role, but the consumption. Design hasn't driven a change or dictated anything, the technology has. Design is a solution to a problem.
Do you design for both print and screen and what is percentage split between each discipline?
The split is dictated by the relevance of the medium to the project. Nothing is ever set out to be a certain medium, it is done in a medium because that is deemed the relevant and right way to communicate that idea or message. You don't split the work, you get the idea and the medium presents itself.
How much can specific stock choices and print finishes add to the strength of communication? Can you reference any examples?
Production is undervalued in design. The way a piece of print is produced can elevate the idea or even be the idea itself. Making it a crucial part of the process.
Has the budgets for Graphic Design been affected by the economic downturn? And if so how has this affected your work?
Design isn't exempt from the economy so of course it has been affected. It affects every aspect of every business.
Kim Hartley
Construct
Graphic Designer
What are your experiences of the way print for graphic design has evolved over the last five years?
interestingly we all thought print would be obsolete with the rise of the internet and the invention of smart gadgets such as the ipad, however, our experience has been that books and printed materials that can be held in the hand still hold much gravity in the world of luxury. people desire tactile experiences and if anything printed materials and the processes are being pushed to their limits in order to provide a totally unique experience.
Has the role of the print industry changed significantly with the introduction of screen based design solutions?
yes, we've seen unfortunately a lot of large printing companies fall by the wayside in the last few years. however, it has shaken up the print industry and provided a streamlined set of printers to us who are now specialising in supreme production techniques. there is a rise in retro print processes as their is a strong search for the authentic and rare craft based print production to meet designers ideas. letterpress has never been so popular.
Do you design for both print and screen and what is percentage split between each discipline?
yes we do. we look at a brand's identity and ensure that our solution works practically and beautifully across both print and digital.
How do you persuade or advise clients to embrace printed design when cheaper alternatives are available?
many of our clients immediately see the benefit when we show mock-ups of packaging/printed items at concept stage. we only recommend print where appropriate and fully embrace the environmentally efficient alternatives of using smarter alternatives such as digital.
How much can specific stock choices and print finishes add to the strength of communication? Can you reference any examples?
i can but i'm running out of the door. they are enormously important and we always do a stocks/materials/finishes mood board for every concept
Has the budgets for Graphic Design been affected by the economic downturn? And if so how has this affected your work?
not for us luckily but we did reduce rates at the dire times. we are now on full rate.
I adapted a couple of questions more towards typography and layout for Ben to answer.
Ben Hinchcliffe
The Beautiful Meme
Graphic Designer
What are your experiences of the way print for graphic design has evolved over the last five years?
It's got tougher to sell print to clients. Mainly down to cost of paper and the fact that people in marketing are fearing for their jobs so they don't want to risk signing anything off that costs 12k. 70% of my career has been in a recession so its just part of the norm for me. I find if the concept is good enough and you can 'guarentee' results, they'll pay for it.
Do you design for both print and screen and what is percentage split between each discipline?
It's totally dependent on the clients needs. For instance it could be 20% digital, 20% print and 60% performing art! depending on what we think will be the best way for the client to raise awareness of his 'product'. In other words, the medium is dictated by the idea.
How do you persuade or advise clients to embrace printed design when cheaper alternatives are available?
I think its less about persuasion and more about education. Opening a dialogue with a client well in advance of any creative decisions to find out, what and why, they may want to embrace a particular medium. If they have decided to use a cheaper alternative because its 'cheap' thats their call. It's our job to let them know a cheap approach to their marketing could have detrimental affects on how successful their marketing is.
How much can specific stock choices and print finishes add to the strength of communication? Can you reference any examples?
Stock choices and print finishes can add to a piece as long as they are used with careful consideration. This links heavily with your last question in how to 'persuade' people to spend on print. If they can see the reasoning for using a certain stock/finish they will buy it. In a recent job we worked on for Dalesbred who make and sell luxury bespoke furniture we wanted to use a 400gsm stock for each page of a 20pp brochure. Having a dummy made, and them seeing and feeling this gave the essence of a wood sample, meant it was easier when we had to reveal the price!
What were your inspiration for getting into graphic design?
The Music industry was a big pull for me. I remember loving the Dire Straits album Brothers in Arms when I was around 5 years old. Halfway through uni I attended a seminar called 'Print is dead' hosted by Ian Anderson, Saville and Tony Wilson and was told I only had a 3% chance of ever designing for music. I liked those odds! Little did I know I was actually entering a world of tinted psychology and skull crushing business!
Just how important are grid systems to modern graphic design when designers such as Carson influenced young designers to ignore it?
Carson may have influenced young designers to ignore it but he knew it inside out before he ignored it. You have to learn the rules before you break them as you can spot it a mile off when its the other way round. As Picasso said "As a child I drew like Raphael, it took the rest of my life to draw like a child."
Massive thanks for these three agencies/designers
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