Graphics designer discusses future of print in Canada

Prominent designer of TAXI, a chief creative agency believes that print has the power to surpass digital campaigns and that print advertisings are more effective and more emotional than digital marketing campaigns. The attractiveness of printed materials can go a long way in promoting a product or brand.

Dave Watson cites one important example where a printed creative campaign was instrumental in promoting a brand was a project to perforate individual season tickets into a type of poster printing, The campaign was aimed towards Toronto/Mississauga and GTA residents, those most likely to have season tickets. The ticket posters were then framed at the end of the season, to make it an attractive collectible for ticket holders. This kind of project would have been impossible using digital means.

The creative designer also spoke about the future of print at a convention at the International Centre. Graphic designers love print companies Watson reiterated and there is still very much merit in print campaigns. Magazines, Watson believes, will continue to thrive and there will be much demand for elaborately designed package and advertising in the future.

Packaging of products will be cutting edge, giving printers an opportunity to advertise and create print campaigns out of product wrapping. Advertisement flyers will also be popular, Watson believes, so print companies involved in flyer printing should have plenty of work for the foreseeable future.

At the conference Watson described the need for printers to understand social behaviour and trends and like everything else, to evolve with the times.