More pearls of hard-won wisdom from Creative Director Matt Baxter over on the Design Week website this month. This time the subject was ink versus pixels: how do you keep print exciting in an increasingly digital age? Here’s Matt’s pragmatic response:
Bear with me here, pop pickers – I’ve got an analogy and I’m going to use it. Digital media is very much like the arrival of synthesisers in pop music in the 1970s and 1980s. ‘Guitars are dead,’ proclaimed the synthpoppers. ‘Real drums are so 1973,’ they said, in voices like Twiki’s out of Buck Rogers. But as music matured, so synthetic music became part of the overall toolbox, rather than a replacement for analogue. See also CGI in the movies: both the bonkers Mad Max Fury Road and the upcoming new Star Wars flicks are making much use of practical, physical effects alongside CGI. The palette broadens with digital, but isn’t replaced by it. And so it is with print media – our lives are enriched by our increasing use of digital media, but we still love the tangible, the tactile and the inky. As with the examples above from music and movies, the forward march of digital meant that print became missed, desirable, exotic and exciting as a result. Print can do things that pixels can’t. And here’s the best bit – you can have both!
You can read the rest of the piece on the Design Week site here.