Ever since i started doing web design on a professional level, i had to also branch out into graphic design. There’s hardly any business who can survive by exclusively promoting themselves online. That’s why it was inevitable that sooner or later, my clients would request all sorts of print design services to complement their websites and market their brand. While i still very much enjoy working on web related projects, there’s something special about graphic design for print publications. Unlike the Internet, where there still are plenty of limitations regarding the actual design elements you can use, on paper there’s a significantly greater freedom of expression.
While at first this might seem like a huge relief, it’s actually very challenging. Having a wider array of tools increases the number of choices you have to make in order to achieve a desirable end results. Still, that’s exactly why it’s such an incredible ride, where you seldom have time to get bored and which allows you to learn new things each and every day. A couple of blog posts, articles or tutorials simply won’t do, and untrained talent can only go so far. This often means having to read dozens of books each year and practicing on a constant basis. Looking back on some of the work i’ve done while just starting up, i’m still amazed just how i managed to do it without knowing all the things i do now.
For a print project to be successful there’s often the need to reach a perfect mix between:
- flexible layout and thorough understanding of information hierarchy;
- professional typography;
- properly selected photography and illustrations;
- appropriate color schemes that would please your target audience;
- just the right amount of courage and craziness that would free your creativity without bending the rules beyond the point of no return;
- attention to details and the desire to always explore alternative solutions;
- passion for simplicity;
- a tamed ego that will keep you from hijacking your client’s project and turning it into your own show;
- a clear understanding that paper based designs go far beyond graphics and content is always the main star;
A well designed print item, either if it’s a simple business card on stock paper or a lavish booklet with embossed elements, die cuts and expensive looking finishes, has the potential to stay with your client long before the very first encounter. For example a business card that doubles up as a calendar or provides some measuring tools if it’s targeted towards architects would become a handy item people might end up carrying with them in their wallet. That’s why it’s always unfortunate to ignore such great potential.
