Print Job v Design Job
Bad design will dilute your message. How a message is received is the whole point of acquiring marketing literature yet so often we see this element undervalued. A printer looks at your literature as a print job. They will apply as little time as possible to resolving design because it is a ‘print’ job. At PUSH your job is a ‘design job’ meaning that the function of the design is to engage the end user into action. The slap dash approach of printer design will rarely yield the results of a conceptual design. After all the printer’s reputation is based on bulk rather than quality. Printer design has no expectation of performance beyond leaving the building. A designer’s aspiration for their work goes well beyond that. It has to yield a response, the message has to jump from the paper it’s printed on, engage the reader, make them respond and complete the transaction.