“A designer cannot claim to have truly designed something until they also know how it will be made” Terence Conran
Design and delivery should not be mutually exclusive. Of course, this could sound like an obvious thing to say. But for digital print, and actually, print, in general, this does tend to be the case.
According to our research, designers do not fully comprehend the amazing potential and the liberating effect that digital print can provide a design. Digital printing is worth a huge amount and this isn’t purely economic – designers simply love the new found freedom to explore their imagination. And this factor alone enables the creative industry to generally challenge dull and conservative design and design fit for purpose in the digital age.
Unfortunately, only a small percentage of designers are actually aware of the potential of digital printing. The creative industry does not know ‘how it will be made’ as Terence Conran says. So they have, according to him, not truly designed something. He suggests that by knowing the process involved, this will turbo charge any design’s effectiveness.
Some amongst the traditional print world think that designers don’t care about print and how it is made. So trying to connect with them is therefore not worthwhile. This is frankly a crazy and lazy attitude. And it is a myth, built up by an industry that has decided they would just rather print, as opposed to challenging and inspiring their customers to stretch the boundaries and produce something that truly breaks the barriers.
If you are even reading this post, and you are a printer, I would venture that you are in the minority as you are already keen on trying new things. But generally speaking, print, the oldest, and most sensory of all media has over time become separated from the heartbeat of a creative project. It is now (mostly) transactional and therefore placed low down the value chain.
It may sound surprising to think that the creative industry is interested in print. But it is. The creative industry wants to know about anything that can add value and performance, even if it only gives them momentary competitive advantage. There is an array of value that digital print can provide that speaks to the modern consumer expects personalised and customised experiences. This is my opinion, and whether or not you agree, you cannot ignore the fact that analogue printing (particularly for paper printing applications) has experienced structural and significant decline in the past 10 years – yes due to online disruption, but also due to an overcapacity of print companies that simply print and give very little creative value.
So, as Sir Terence Conran says in the quote. “A designer cannot claim to have truly designed something until they know how it will be made.” This is something that Pure Digital will be addressing, because the more that designers understand the potential that digital printing can give with their décor, commercial, packaging or point of sales print - Then digital print will grow in size, profit margin will increase and digital printing prosper as a result.”
We welcome anyone who is interested to participate. To speak, to exhibit, or simply show some support!
To find out more www.puredigitalshow.com