State of

the In

dustry

© 2015 Richard Homa

Industry TopicsState of PrintGraphic Design Market Employment Statistics/Salary Ranges Education Requirements Skills – Design, Technical, Web? Skills – Business, Communication Hardware, Software Portfolios & Interviews

Is Print Dead?What areas are going digital? Magazines, Newspapers Yellow Pages, Maps Brochures Business Cards, Letterheads, Envelopes

Resumes, Cover Letters CD, Album Covers Books? Textbooks? Billboards

“If we had been getting all of our information on screens for the past 450 years or so, electronically, and some modern-day Gutenberg came along and said, ‘Hey, I can take all that information you get on your screens, and I can put it on paper for you, deliver it to your doorstep, you can take it to the bus, the backyard, the bathtub, whatever,’ we’d say, ‘Wow! Print, that’s a really good technology. It might start replacing the Internet.’”

Where is print still thriving? Packaging

Direct Mail – Targeted

Postcards

Books, Magazines (less frequent issues)

Billboards, Posters, Signage

Clothing, Specialty Advertising

Benefits of print? Tangible – in your hands, physical & visual

staying power Targeted to Customers – can drive customers to

your online presence, QR codes More engaging – customers can digital and read

print more intently Credible – virus free, legitimate More space – Less competition for space Electric Free – Does not require electric/battery

http://www.business2community.com/marketing/print-dead-0969598http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-

fast/

Print is not dead…

Successful Printers are adapting – providing a host of marketing services, including in-house design, bulk mailing, copying, bindery, digital printing, wide formats, specialty printing, etc.

Marketing Services – are looking at the entire spectrum of marketing a business, print and online

New Technology – may be learned on the job by newer employees.

it is evolving, adapting.

An example:

They... Are not just a quick print shop anymore Have 6 locations, employing 10 designers Offer Creative Marketing Services – digital printing,

offset printing, design bulk mailing, mailing lists, posters yard signs, specialty advertising.

Outsource – work that can't be done in-house Trained their ImagePress Operator in-house

Graduate of Bethlehem VTS (PA) Pay their Designers - $14-$20 per hour Charge $60-$90 /hour for design services

Regarding Design… Customers still undervalue graphic design They offer customers a simple, moderate, or deluxe

configuration to aid in design pricing Encourage customers to invest in design services

up front in order to reap the benefits of low printing prices over future orders. Do not build design into printing prices.

Advertise – for designers on Craig's List Huge field of designers to choose from –

Do not discriminate based on education

Regarding Designers… Lack basic math skills, can't read a ruler Lack communication skills with clients Have difficulty understanding the need to wear

multiple hats and chip in for the greater good.i.e. teamwork-challenged

Lack basic printing knowledge, such as PMS colors, PDF workflow, and knowledge of paper stock, sizes, weights, etc.

Lack InDesign proficiency – want to do everything in Photoshop or Illustrator

Industry Statistics (O*Net)Education

Bachelor's Degree 81%

Associate's Degree 11%

High School/some college 4%

SalariesMedian $22/hr or $45,000/year

Desktop Publishers: $36,000/year

Projected Growth(Slower than average) 3% - 7%

Important qualities of designersAnalytical skills. Graphic designers must be able to look at their work from the point of

view of their consumers and examine how the designs they develop will be perceived by the consumer to ensure they convey the client’s desired message.

Artistic ability. Graphic designers must be able to create designs that are artistically interesting and appealing to clients and consumers. They produce rough illustrations of design ideas, either by hand sketching or by using a computer program.

Communication skills. Graphic designers must communicate with clients, customers, and other designers to ensure that their designs accurately reflect the desired message and effectively express information.

Computer skills. Most graphic designers use specialized graphic design software to prepare their designs.

Creativity. Graphic designers must be able to think of new approaches to communicating ideas to consumers. They develop unique designs that convey a recognizable meaning on behalf of their clients.

Time-management skills. Graphic designers often work on multiple projects at the same time, each with a different deadline.

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2014-15 Edition, Graphic Designers, on the Internet at http://www.bls.gov/ooh/arts-and-design/graphic-designers.htm (visited May 21, 2015).

Final Points

PortfolioEmployers want to see a quality portfolio with some professional (real-world) work, that is relevant to the job or interview situation. Online & Print Portfolio

InterviewsCandidates should research the company and be familiar with what they do and how they can help the company.

Web Design SkillsMany jobs are looking for additional web design experience (HTML, CSS, JavaScript, CMS - WordPress, Joomla)