I’ve recently been doing some direct marketing design. You know the typical things, direct mailers, sell sheets, some corporate identity. What a change from web design! I totally forgot how different the two mediums really are. Until I recently jumped back into the world of print, I really did forget what I was missing.
From the the true point sizes of fonts and leading, to the actual colors and boundaries of your artwork palette and canvas. In the world of the web, these things are all very big variables, but with print, it’s pretty much what you see is what you get (wysiwyg). Don’t get me wrong, I love the web and all of the variables that come with it. To me that’s part of the challenge and there’s always something new to try and learn.
However, it’s also been quite fulfilling these days as I comb through my library of thousands of fonts to choose from and paging through my old Pantone books. Sometimes it’s good to know when you wrap some additional text and kern some spacing to avoid a widow, it won’t come back to haunt you later.
My only big negative with my foray back into the world of print is the overall waste that comes with it, literally. I go through a lot of paper product as I work through my eventual designs. With the web, I can at least keep a green conscience.