How long has it been since you first used the internet? How much have your habits of information gathering changed since then? If you’re anything like me a myriad of different interests discovered on the internet crowd your mind as well as the exciting new ways you find out about them.
The future is on the internet not in print?
So is the internet the future of communication and print as relevant to the the 21st century as the horse is to modern transport?
Well, print is tangible, of course, and that gives it a sense of permanence in a fast-changing world.
If the printed book was launched today it would be described as completely platform-independent, requiring no special software, hardware or electric power to use, more portable than any laptop, does not have to be upgraded, might last a careful user their entire lifetime, and costs less than $15!
If I’m excited about a new subject and really want to learn or to get my teeth into something – I’ll always go to Amazon to try to pick up a cheap book to read.
Technology was supposed to replace paper. But that hasn’t happened. Every country in the western world uses more paper today, on a per-capita basis, than it did ten years ago.
So, there is a place for print design. But where?
Paul Simpson makes the point that print has changed enormously since Gutenberg fiddled with movable type nearly 570 years ago. And will change again. He says that key decision makers – those who don’t surf the web, never open links in emails and are unlikely to stumble across your website – are more successfully targeted by a printed piece of marketing rather than an online one.
If you’re trying to reach out to people who don’t know your business – or do know it and have already decided you stink – the printed product still has a cache, prestige and charisma that the internet can, as yet, only aspire to.
So where does this leave the freelance graphic designer?
The old mantra “If you build a website they will come” on the web is finished. And not even the new mantra of “content is king” explains it as you can have excellent content but no one will visit to sample its excellence.
Content is extremely important but it has to share its throne with marketing.
Whether designing for print or web knowing your market and how to reach it is more important now than ever.
The internet is the new kid on the block but ignore print at your peril. Investing in quality print design could give you the edge on your competitors in these challenging times.
So what do you think? Do you find yourself like me besieged by clients who are obsessed with Google, internet marketing and never consider the power of the printed word? Or do you work in print happily unaware of the parallel internet universe?
freelance is cheaper everytime
Wow. I’ve been in the print industry for 31 years, and this is very heartening to read after years of hearing that print is dying.
There have been changes, and as one that was downsized by computer-to-plate technology, a moribund economy and the advent of digital tablets, I think I can speak with some knowledge.
What kind of print will survive? I think packaging, promotional literature and books. Periodical work – magazines and newspapers – have been, and will continue to be affected negatively.
When I did market research for starting my design business, I was encouraged by a few responders who suggested there was still good money to be made in print design, and I’m finding it to be so. But one has to choose their niche carefully. Thanks for an encouraging post!
I started off in the print industry, George, and I still do work for print but most of my work these days ends up online. You’re right that you have to find your niche within the print industry in order to be successful.