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“Print” encompasses such a wide genre of deliverables, it’s often difficult to fathom what “print” actually means. I mean, books are printed. The boxes the books come in are printed. The trucks that deliver the packages the books come in are printed. Heck, the stands at the bookstore where you first saw the books are printed. Confused yet?

“Print” is one of the design discipline that has sort of taken the back seat sine Al Gore invented the internet (is this joke getting old yet? It is SO 1999). Every one is looking for the latest and greatest interface to their customers, if it doesn’t come on a cellphone screen then no one will buy it, right? Most are forgetting that printing, and the “art” of designing for print, is still an integral part of the shopping experience. Whatever products your customers buy through a fancy website (that I may have designed) are still going to need a box, instruction manuals, and a display stand. Whatever channel you’re distributing your products through, it’s going to need some sort of marketing material to go with it, be it printed or delivered via electronic documentation. Somehow, someway, your product is still best moved through well thought-out marketing campaigns, and those campaigns almost always needs to be targeted at multiple medium.