Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:7
A key point today is the prevalence of digital and web communication.
Why is print important? Is print relevant? Are we seeing the end of print?
These are all questions that are asked by the design and business world.
As evidenced by the twenty masters in this book, print is alive and well,
more relevant, and by no means disappearing. The audience is using other
technologies to ﬁnd information, but an object maintains an emotional
connection as an artifact we hold and keep. There may be fewer pieces
being produced in print, but the pieces being made are even more important.
It is not enough to slap together an acceptable booklet. That booklet must
now hold all of the client’s qualities and messages and impart them in the
strongest way possible.
There is a process that a viewer uses to access information online. It follows
like this: go to a company’s website, click on the appropriate navigation, drill
down deeper, ﬁnd the information, stop. This is useful and efﬁcient to identify
facts and understand a question. The process to access information in print
is different: pick up the publication, leaf through the pages, notice other
messages, ﬁnd the answer, hold the object and experience an emotional
connection and sense of ownership. If a designer’s goal is to communicate
the breadth and depth of a client’s abilities, as well as a clear personality,
the object—the publication—becomes a critical vehicle. It may serve as a
“gateway” to the website, but it is the artifact that will sit on someone’s desk
or bookshelf. It will be handled and the texture of the paper will become a
tactile experience. And the viewer may stumble across an idea they weren’t
looking for while glancing through the other parts of the publication.
In the same way that a strong identity cannot make a poor company
better, strong print publications cannot be the only vehicle for a company
to succeed. The combination of a strong logo and identity system, superb
print collateral, and the highest quality of digital communications can
make a very good company spectacular. The masters in this book share
the common trait of working with a company to pull together all of these
aspects and combine them with operational and human resource issues
to propel their clients into areas beyond their expectations.