"The Digital Age" has become an all too common phrase; here, Thought by Design's intern Lee Wells explores the kind of impact printed pieces can still have...
The graphic design industry is as fast paced as the next. It’s evolved into a form of fast communication through visually exciting, digitally enhanced, tweaked, pinched and perfected media for the metropolitan, cosmopolitan, modern community. From thermosensitive business cards to 3D websites, the graphic’s godfathers couldn’t have achieved more in the past decade. However, evolution is taking a twist and as the -dare I say the ‘e’ word?- economy continues to stumble forward, a new generation of media is emerging, which some of us may have encountered before…
There’s been so much new recently, it has become the new old, making what was old, the new, new. Confused? Don’t be. Few and far between are the days when we receive a piece of paper or information which we can hold in our hands. Be it an event invitation, a brochure, a birthday card or even the latest water bill. Only yesterday I popped into my local bank to ask for a copy of my bank statement and was ushered out quickly with instructions to, “go online.” Latest research is showing that consumers are demanding simple, value media rather than an eye popping, over-styled, visual explosion. There’s nothing quite like holding a piece of strong, quality paper, with a little embossing you can brush your finger over. Something you can feel and keep, it uses not only your visual sense but also your sense of touch. From cards to packaging, having a piece of paper at your fingertips is more satisfying than any ‘e-card’ saved in your junk mail.
The retail industry proves this year after year, with every seasonal holiday trumping any E-commerce advances with ‘the shopping experience’. 2011 see’s many of the largest retail chains introducing the new ‘click and collect’ service because E-commerce is missing a little something. That something is the ability to experience the touch and personal feel of shopping we all love. Customers are even encouraged to open or try on their purchases in-store when collecting. But how does this affect graphic design today?
The need for an affordable, attainable lifestyle has become more important than ever. The consumers are changing, therefore so is the product. Aspirational luxury and digital extravagance are ideals that are frightening consumers away, sending them to their cost effective old friend, paper. Digital Dons, Mac, produced a unique advertisement for net-a-porter.com’s new app for the iPhone. Using dense black card and stark white font, it delivered its message in basic monochrome. It was its shape and size- synonymous with the iPhone- that created its instant brand connection with its viewer. Fitting casually into the hand, it was effortless exposure with no digital fancies; a lot more cost-effective than splashing it across every glossy magazine and website going.
Not only is the industry evolving, we as consumers are also changing. Take the time to fully enjoy all your senses. Feel the personality and style of old event invitations, fish out photo albums and see the sleek, glossy texture or simply write a letter and get back in touch with your personal touch. Digital snobs would call it a recession, but I’d call it refreshing…