There are a lot of gaps: the one between generations, between man and woman,
between companies and their clients, … I am referring to the gap between
printers and designers. Strange when you come to think of it because there are so
many opportunities out there to reinforce one another which is what we both need in
these challenging times.
What is causing that gap? As a designer and a former sales manager in a printing
company, I have been on both sides of the table. In my opinion, the major problem
is graphic designers thinking of themselves as artists with no boundaries and
printing companies considering themselves as mere factories. And to a certain
extent that is exactly what they are: factories. They have to produce in a lean and
clean way to make money in times were investments have to follow each other
rapidly to stay in business and online communication is catching up and passing
them by. But printing companies are way more than just a collection of machines.
They are packed with craftsmen, creators with a lot of knowledge. And that’s what’s
making or breaking a design. Never forget that a beautiful design is turned into crap
when it is poorly printed! Printers should spontaneously advise designers more
instead of just executing what is asked. That is a quality more valued than merely
printing for a good price.
Graphic designers, on the other hand, want their designs to be special, state of the
art, original… But their knowledge of the printing proces is often limited. Hard to
understand since a painter also needs to know how to use his paint and canvas.
And here is where opportunities arise. Paper companies such as Igepa already
understood this well. They approach a local graphic designer when a new type of
paper is presented and engage them to reveal the strengths and possibilities in high-end
artwork which is brilliantly printed. Really inspiring!
What I’m trying to say is: printers and designers cooperate!!! Sit together and
create the most beautiful things. Printers educate graphic designers for they are the
ones that will keep print alive. Teach them what your machines can do, how they can
bring the most impressive designs to life on paper. The new generation of designers
tends to turn to online media more and more and forget about print. Reveal all the
wonders of print to them. Designers discover what your local print company can do.
Go visit “the floor” and dive into the world of paper and ink. Of course there are
printers who advise their clients and of course there are designers who really know
their printing but in general, there is still a lot of room for improvement. So join forces
because the sum is more than the whole of its parts!
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