Another Printing Disasters—and How to Avoid Them story…

Imagine my excitement

A design and strategy firm’s e-newsletter caught my attention this week. It featured an annual report the firm had produced for a client in both print and interactive form.

In describing the project, the strategist’s number one point was, “Print is not dead.” It went on to tout how print’s tangibility effectively supports brand communication.

Print is Still Integral

I am excited to see a design firm pitching the stance I’ve been promoting for over a year: Print is (still!) an important, integral aspect to any brand’s strategy.*

Granted, print design was not where the new business was to be found over the past two recessionary years, and hungry creative firms had to be responsive to what prospective clients were willing to buy.

But I’m happy to see this evidence that the pendulum is swinging back toward design and brand strategy professionals regarding print as a critical brand communication vehicle.

Hot tip

If your design firm has dropped print design from your sales pitch, I suggest that you add it back in—before the other guys beat you to it.

* See my blog articles, Brand Learning Styles and the Place of Printand “…People crave color and texture, the tangible and the real.”

© 2010 Nani Paape

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