ABSTRACT
Print is not dead, it is just misunderstood and under-utilized. It still has a role to deliver information, solidify image, and bring interactivity to the visual and verbal message. This chapter looks at newspapers and magazines, and the design options available to the client and creative team.
This chapter and the following six chapters deal with the design and production issues surrounding varied mediums. Design discussions are meant to give the budding designer a place to start to understand design, and are certainly not the only options available. Design trends go in and out of fashion in the same way brands, fads, and a target’s likes, dislikes, and media use do. However, that does not mean you should learn only one way to design and/or think. Being exposed to all options available, both old and new, gives any forward-looking design team a plethora of design options to chose from. In the same way you brainstorm looking to the past, present, and future to draw inspiration from, to avoid design stagnation you will sometimes need to combine the old with the new to create expressive new ways to communicate with the target about brand benefits.
