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40th
Annual Print and Paper Survey
Let’s not sugarcoat this thing. Government and industry
statistics, combined with anecdotal evidence, tell us that
print activity is sluggish. As such, The true subtext of
our 40th annual survey is whether print is in a temporary
slump resulting from the broad global economic slowdown,
and will bounce back when clouds clear, Or whether we are
witnessing a permanent drift away from print to other solutions.
For
those who make their living in print-related work, and those
who simply love the tangibility and sensuality of a well-executed
piece, Take heart. this year's survey results and comments
- based on a poll of 1800 readers conducted in June - reveal
many positives regarding the Prospects for print design
going forward. and it taps into the deep appreciation for
the "power of print" that should maintain its
importance to creative professionals for a long time to
come.
On
To The Survey...
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FIVE
MAJOR THEMES
ASSERT THEMSELVES IN ANALYZING
THE STATISTICS AND COMMENTS GENERATED BY OUR
2003 SURVEY:
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PRINT
IS
POWERFUL
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| Print
remains the undisputed heavyweight champion for
graphic designers. Its classic strengths and values
- permanence, tangibility, sensuality, convenience
- are deeply understood and more sharply crystallized
than ever in the post-dotcom era. Print pieces are
seen to work on a practical and an emotional level,
communicating and connecting as standalone projects
or in a cross-media context. The "paperless
society" has been relegated to quaint myth,
and there is a widespread expectation that the mix
of print in professional and personal lives will
remain relatively stable. |
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IT'S
THE
ECONOMY,
STUPID
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| In
absolute terms, print assignments are flat. This
sluggishness, say graphic design professionals,
is more about national and global economic conditions
than about a flight from print in the specific.
In relative terms, graphic designers today are involved
in as much print work - and often more - as compared
with other media. Overall, print is holding its
own versus other media, and most respondents expect
print activity to rise with the economic tide. |
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QUALITY
VERSUS
COMMODITY
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| The
vast majority of creative professionals continue
to embrace traditional notions of quality in printing
and paper. Most value the confidence that comes
from character, craft, source and brand, and they
recognize that confidence comes at a price. But
all is not sanguine; the wheezing economy and an
instant-gratification culture are chipping away
at standards, and there is growing pressure to "commodity-ize"
every aspect of graphic communications. This faultline
between quality and commodity is shaping up as a
watershed issue for the next decade for design in
general and print in particular. |
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THE
DIGITAL
TIPPING
POINT
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| Creative
professionals are beginning to adopt the new print-related
digital technologies in meaningful numbers. Many
of these technologies are making the workflow process
easier, faster, more accessible, more integrated,
more productive and more efficient. The movement
toward digital workflow may be just a short time
away from the "tipping point," i.e., the
moment when early adopters of new technology suddenly
reach critical mass and truly transform the system
into a more effective whole. Until that happens,
the little victories need to be nourished and encouraged,
which is a perfect segue into the fifth and final
point... |
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EDUCATION
IS THE
CHALLENGE
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| The
increasing number of creatives responsible for print
production and print buying is raising a new challenge
for schools, mills, manufacturers, associations
and publications. To keep print truly relevant,
there must be more education and information for
the current generation of designers who need to
stay abreast of promising new developments; for
the new generation of designers who are not classically
trained and know more about computer design than
about materials and output; for economically-pressed
clients who are under pressure to demand fast and
cheap; and even for corporate management and the
broader public who need to be reminded of the power
of print. |
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On
To The Survey...
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