Different technologies do not exist in isolation anymore since they are interdependent now. The integration of traditional and new technologies is very much evident in coming together of print and web design media. The challenge faced by designers today is how to break the barriers of limitations to benefit from both the media.
Designing for print media is much simpler as compared to the complexities involved in web designing. In designing a business card, for example, a designer thinks of its appearance and size only whereas a web designer takes into account many monitor sizes while creating a website since it must appear nicely on different sizes of mobile devices.
A design product for print media is usually the final product. This means that when a business card design has been put to printing, the card is ready to be delivered to the client. But in web design, the designer does not have such control over several elements of website. Even when a web design is complete, the designer has to modify the design.
Even though print media is a traditional medium, upcoming designers know the media very well since digital printing is now more often used and hence, they do not have to make many adjustments while designing for printing. Despite this, web designers have access to some incredible techniques that the designers for print media are lacking. Though digital printing techniques such as gradients and movement in design have made life easier for the print designers still these compare nowhere to amazing technologies available to web designers.
What are the challenges?
Both web and print designers face challenges when it comes to appearance of colors. Many a times, in digital printing, colors appear differently from what the designers had envisaged them to be on print. Similarly, web designers also confront this problem as usually a color looks different on different monitors.
Business owners wish to benefit from a marketing campaign covering print and web media to ensure higher visibility. For this, majority of them now launch an integrated web and print media campaign. So, the job of today’s designers is to create a versatile design that suits both the media. But given the wide difference between the two technologies, the job is much more complicated for the designers.
When confronting the challenges of bringing both the media together and considering their individual limitations, the print designers should be prepared to think in terms of image size and file which are used in digital media. Similarly, web designers must also understand that the fine details that they create on the web may not be visible in print due to limitations of printers.
The challenge arises due to importance of images and colors for brand recognition. An image appearing in different colors in print and web media may confuse a client’s audience. This may be detrimental to the cause of business promotion campaign of the client. So, the designer integrating both the media must consider a client’s specific marketing strategy to create designs that fits well in the scheme.
A good strategy to combat the challenge can be to launch a campaign to make users aware of the integrated design products. They will see the cross-promotions and teasers to know that the design product is from the same organization despite some difference in colors and images.
Another tip to tackle the challenges in integrating print and web media is to mention URLs in print ad campaign such as flyers. Similarly, a direct mailer can be promoted on the website.
The integration of print and web design is in the early days. The designers having mastery over creating design that suits both the media are in good demand and are highly valued. But the designers look forward to more solutions perfectly bringing the two media together.