1. State of the Industry © 2015 Richard Homa

2. Industry Topics State of Print Graphic Design Market  Employment Statistics/Salary Ranges  Education Requirements  Skills – Design, Technical, Web?  Skills – Business, Communication  Hardware, Software  Portfolios & Interviews

4. 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

5. “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.’”

6. Where is print still thriving?  Packaging  Direct Mail – Targeted  Postcards  Books, Magazines (less frequent issues)  Billboards, Posters, Signage  Clothing, Specialty Advertising

7. 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-0969598 http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/

8. 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.

9. An example:

10. 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

11. 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

12. 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

13. Industry Statistics (O*Net) Education Bachelor's Degree 81% Associate's Degree 11% High School/some college 4% Salaries Median $22/hr or $45,000/year Desktop Publishers: $36,000/year Projected Growth (Slower than average)3% - 7%

14. Important qualities of designers Analytical 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).http://www.bls.gov/ooh/arts-and-design/graphic-designers.htm

15. Final Points Portfolio Employers want to see a quality portfolio with some professional (real-world) work, that is relevant to the job or interview situation. Online & Print Portfolio Interviews Candidates should research the company and be familiar with what they do and how they can help the company. Web Design Skills Many jobs are looking for additional web design experience (HTML, CSS, JavaScript, CMS - WordPress, Joomla)