In the midst of the most technologically advanced time in history, there is no question technology has transformed and shaped the way we humans live. Technology forms the basis of our society and majority of the worlds population rely on one or more of their devices almost 24/7. Advances in technology often disrupt the finance and media sectors. This is what is commonly being referred to as ‘Digital Disruption’. 

 

Speaking more broadly, ‘Digital Disruption’ refers to changes enabled by digital technologies that occur at a speed and magnitude that disrupt established ways of value creation, social interactions, doing business and more generally, our thinking. Digital Disruption poses both threats and opportunities.

 

Disruption occurs due to a fundamentally better alternative (to the current approach) for solving a common problem, with technology playing a key enabling role in a cheaper, quicker and more convenient manner. ‘Digital Disruptions’ do not usually cause revolutionary changes, but business and parts of society will almost always be affected by the change.

 

Those who remain ignorant to the waves of ‘Digital Disruption’ often face business failure. Just one example is Kodak. When digital photography made its debut in 1990’s, Kodak failed to see digital photography as a disruptive technology. As a result, Kodak, the once thriving company, filed for bankruptcy protection on the 19th of January 2012.

 

Creatives are at the front end of the digital spectrum where it is imperative to stay in the loop. Being in such a tech reliant industry, we need to be quick to adapt to new ways of operating and thinking due to ‘Digital Disruption’. 

 

We interviewed Simon Clarke from BJ Ball, a Graphic Designer and Business Development Executive who has been engaged in the industry for over twenty years now. He shared valuable insight into his thoughts on ‘Digital Disruption.’ 

 

 

 

I have been in the design industry for 21 years now and I have seen the development and influence of ‘Digital Disruption’. My experience is, it has been a positive. A lot of people, particularly in the print industry could perceive disruption as a negative, but essentially the development of technology, particularly the internet has made our lives much easier. 

 

Print has come a long way, and advances in print technology have allowed creatives to develop extremely unique and notable designs. Nowadays, print is a niche market; people are attracted to the physical nature of paper because digital mediums are so dominant.

 

From a printers perspective, the only negative that I can see is that back in analogue days, designers would have a better understanding of print terminology such as trapping, knock-out and separations. These days the computer is starting to have a bit more control over this, therefore it takes beginners more time to understand what needs to be fixed in their file setups.

 

What you are actually doing if you are sending something out in a computer email campaign; you are asking the user to click on your website that you have only invested money into for yourself. It comes across that you're only interested in generating a sale and it can alienate potential customers or clients. Print on the other hand has a personality and a unique sense of value. It communicates to the person in a way that makes them feel a little bit special and thats what ‘the experience’ is all about.

 

In digital communication mediums, you have no point of difference. When you look on a screen, yes there things you can design, you can add animation and all sorts of things but essentially, everyone has the same look and finish. You cant create specials. Try replicate a metallic ink or the detail of a laser etching or custom embossing. It’s just not the same and you’ve only got your design separating you from the competition. But, when you take good design, elements of print and embellishing to a good printer, a beautiful stock, it might be using a coloured stock, incorporating an creative fold or a pop up; its all an experience. People really appreciate these things because you’ve invested money and sent something out to them personally. 

 

When it comes to the digital age, everything is essentially online and you are therefore competing with everyone. However, printed items have an advantage because they initiate a forced interaction. Printed paper is very tangible, it’s hands-on and ultimately, it’s an experience. Personally, I believe the most effective way for someone to advertise and expose their business is to do a good, old fashioned mail drop. Whatever is sent out must be physically picked up by someone and examined. I don't know if it is the inner child in all of us, but when you get something made from paper and cool graphics you cant help but open it up and have a look whats inside. So thats what print has over digital advertising; however, print and digital work hand in hand, these days you can’t rely on one without the other. 

 

A lot of us presume that it is the older generation that prefer print. However, there was a study by the Australian Print Association and they found that over 70% of teenagers preferred reading from a physical magazine. 

 

21 years ago the Apple Mac was making a comeback with Power PC’s. The cost of that along with your Quark express software, Adobe Illustrator, InDesign and Photoshop you could buy a really cool car. Email was kind of a cool thing and if you could design half of your job and save it before your computer crashed, then you were having a really good day in the office. It used to take 25 minutes for a computer to restart, every time it crashed, so obviously if you hadn't saved something, it was a real dilemma.

 

In my experience, I’ve seen many printers come and go, but for many reasons. Basically I've foreseen an evolving of the industry. What I would say is that if you do not evolve and change, then it may be to the detriment of your business. I would advise people to embrace the technology available and make it work with the current wants and needs of potential clients.

 

As you both know, you cannot get the true experience of any paper stock on screen. The colour spaces are different and the texture can only be simulated. BJ Ball offers an online service that delivers free samples to any address within 1-2 days. You can refine your search by selecting the desired look and feel, which generates stock options that are relevant to the users specifications. BJ Ball also provides sample kits and mock-up services to help designers make decisions. 

 

Paper is permanent and timeless. It has been the most effective medium for over thousands of years. These days, print and paper is a niche market. It has a real sense of value and this resonates with people, consciously or subconsciously. There are so many things that require some form of paper and/or print. Examples would include packaging, clothing tags, menus, business cards and books. There is no digital solution that I can foresee replacing those.

 

 

 

Innovation is usually lead and enabled by digital solutions, which is why it is amazing to see paper still so prominent in our ‘Digital World’. Simon revealed insightful information relevant to creatives and designers (in particular), and provided some golden advice on the topic ‘Digital Disruption’:

Embrace the technology available and make it work with the current wants and needs of potential clients

Remember that in digital communication mediums, you have no point of difference; everyone has the same look and finish

Print and digital work hand in hand, these days you can’t rely on one without the other

If you do not evolve and change, then it may be to the detriment of your business

 

‘Digital Disruption’ will continue to occur as long as technology exists. As it has been discovered, it is important to consider what the future may hold. Research into developing technologies is an insightful and educational way to ensure you’re prepared when ‘Digital Disruption’ arises.