Making A Future Out Of Things Of The Past

Soundtrack: “Outkast” by P.O.D.

Things are looking rather promising for multimedia design right now. In fact, for technologies such as web and multimedia design, the future is so bright they have to wear shades. But what about good old reliable print design? What about the technology that lets us have books, lithograph posters, compact disc inserts and most importantly, those cute little coffee cup sleeves that have trite advertisements all over them?

One would think that things in that realm are bleak. People have found other ways to advertise so there is less money being poured into print advertisement budgets. Five years ago Medialife magazine reported a “Dire future for print design.”Five years is a long time in the world of instant gratification, MTV, and fast moving interactive technologies. Unfortunately that is not the only grim forecast. There's everything from talk about major newspapers losing a ridiculous amount of earnings to the interesting observation that internet media may be replacing traditional PR methods.

Despite the doomsaying, print media is here to stay. I don’t think traditional methods will ever be replaced. When radio became the popular medium people said it would be the end of the newspaper. The newspaper stayed around. When television made it’s debut people said it was the end of of both radio and the poor, unloved newspaper. Yet what do we see today? They both still exist today. It should be noted, however, that the newspaper’s role has been constantly evolving. It will always be around in some form, but that form is continuously changing.

Here’s the deal folks. The newspaper is not that important in the world of modern print design. People in the graphic design community who are mourning it can stop because they do not need to. See, it is not about how interactive technologies are killing off traditional methods. It is about how these new technologies are causing traditional media to evolve. But most of all, it is about how designers and pre-press gurus push these time-tested and familiar technologies to change with the new world that is rapidly forming. Some companies such as Colour Innovations in Toronto Canada are doing just that. In addition to leading the way in FM printing and high-density inks, they are the primary licensee of a new technology called MetalFX. It is a new way of printing metallic colors that is starting to revolutionize the industry. Then there is stuff like “smart” paper, anaglyphic printing, synthetic paper, and various other fun technologies that make print a little more interactive. But the best innovation is something that makes me feel all warm and fuzzy to no end.

Just a couple of days ago Adobe, the fine folks who have faithfully brought us their flagship software Photoshop for nearly twenty years, announced the impending release of Photoshop CS3, of which a public beta is now available to users of the current Photoshop CS2. CS3 will be the tenth version of Photoshop. And Adobe is going to do something groundbreaking. For the first time in the history of technology, 3D support and motion graphics editing are being added to a 2D image editing computer program. Not just one, not just the other, both. For the layperson that means the Photoshop doesn’t just make your photos better, it doesn’t just give you the ability to create amazing print and web graphics. It means that from now on the game has changed and creative potential is limitless.

It is interesting to consider the options. Does this mean it is now possible to create a website alongside a short film? Is it possible to produce a feature-length Hollywood movie on a laptop that has Photoshop? I don’t know. What I do know is that I am excited about the creative possibilties. But most of all, I am excited for the future of design because this kind of integration means that designers are going to once again push the boundaries of convention and they are going to break out of the box. And thinking outside of the box is what makes the creative world go around.