UCDA 2015 Design Conference
In many organizations, a design team works on the print design, while the production manager figures out how to make it work. In other companies, the production manager and the designer work closely, integrating the design decisions into all stages of the process. Guess which process produces better finished products?
Designers must understand how printing affects their designs, and production managers must forge the kind of relationships that allow them to interact with designers early in the process.
Intelligencer was one of the sponsors of the in UCDA Design Conference in Orlando, Florida in 2015. The conference featured a series of breakout sessions that allowed designers and printers and other communication professional to talk about the best ways to produce exceptional results.
The importance of inter-discipline collaboration among talented team members was a recurring theme. Managers, marketers, writers, photographers, designers, web developers, social media, and PR specialists must all work together to layer their ideas in ways that provide more creativity, more compelling messaging and more efficient processes. Every discipline wants more creative designs and more cohesive branding across all channels. But not every organization know how to achieve it.
Here are some tips from industry leaders speaking at the conference:
- Frank Baseman, professor at Philadelphia University, referred to the concept of “respecting the axes.” Baseman explained that the horizontal axis represents the interdisciplinary knowledge of team members with expertise in their respective fields. The vertical axis represents each individual’s deep knowledge within their own area expertise. Both axes must be acknowledged and considered.
- LaDonna Cherry of Emory University and Chris Martin of EM2 talked about the importance of bringing an array of disciplines together in order to make collaborative conversations possible. Getting stakeholders to approve a well-developed creative brief before starting a project is an invaluable tool.
- Brian Sooy, President of Aespire, shared ideas from his book Raise Your Voice: A Cause Manifesto, which includes the four dimensions of communication and culture:
- Purpose – Your purpose is found in the beliefs and higher calling that compels you to act on your mission. Purpose guides you; mission drives.
- Character – Values define your organization’s character. Character impacts action, guides behavior and practices.
- Culture – The visible evidence of your values. Culture is your character in action.
- Voice – Your audience is listening for a voice that speaks to their minds and appeals to their hearts. You may have many messages but only one voice.
- Daniel Dejan of SAPPI North America gave a remarkable presentation about Haptic Communication, the study of the way people absorb communications and interact through the sense of touch. Dejan explained why overexposure to so much digital information forces us to skim and scan information quickly. As a result, our comprehension and retention suffers. Reading on paper actually slows our heart rate as we skim less and retain more. Touching something like a paper catalog or college view book can also tip the brain toward a sense of ownership and therefore greater perceived value.
Knowing the secrets of collaborative design can be a game changer. If you want to learn more about how Intelligencer brings designers and production teams closer, contact us at firstname.lastname@example.org or call us at 800-233-0107. We’d love to collaborate with your team on your next project.
Intelligencer became one of the oldest printing companies in North America by constantly improving and innovating printing, direct mail, fulfillment and customized services. We don’t rest on our 200 years of experience. Intelligencer continually pushes the boundaries of technology to provide the latest advances in the art and science of printing. It’s no wonder we’re the preferred print supplier for so many Fortune 500 companies throughout the Northeast and Mid-Atlantic.