As Digital Becomes Norm, Print Needs to be Creative

Marketing is a fundamentally creative medium and rewards companies and organizations with the most ingenious and innovative advertising and promotional campaigns.

But as industries shift increasingly toward a digital base, the print aspects of businesses' marketing strategies will require even greater creative input.

Consider a recent campaign by graphic design students at Napier University in Edinburgh, Scotland. Professors were so impressed by the students' ideas to attract American students at Tartan Week in New York City – an annual event celebrating Scottish-American heritage – that they decided to implement the program, according to The Drum magazine.

The program involves street installations around the city, as well as postcards depicting students' work from the school's School of Arts and Creative Industries.

“This is a wonderful opportunity for the university to draw on the creative talent of our students, who are among the most employable in the UK," said Napier principal and vice chancellor Professor Dame Joan Stringer.

As the world shifts toward digital technologies and media, it is important that marketers and industry professionals develop an even stronger print focus so as to keep level with alternatives.

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