Integrated print regularly makes it on to the conference agenda as a topic for discussion in the print community. Compiling last year’s ‘Think Bigger’ report taught us that in reality there are less examples of its application than one might expect. Pressure on budgets during recent years has meant less room for experimentation, which could be a factor, but those selling integrated solutions also believe messages about new technologies aren’t necessarily getting through to the creative or the end client.
David Hyams, founder of Talking Print, which literally makes print talk, believes the creative and print communities could be working far more closely together to put these solutions in context for clients. There have been some exciting applications of the technology but in an interview for Think Bigger, he says the wide-format sector has been among the slowest to catch on to the opportunities it offers. He admits that in part this is down to battery life when it comes to external work but there are already solutions out there to get around this. As a former designer, Hyams remains passionate about print and says when creatives or clients see how the technology can bring print to life, they get very excited.
Currently in the wide-format sector this excitement isn’t being translated into actions though. So what needs to be done? Printers should certainly be helping to promote technologies that are going to add another dimension to print. Hyams suggests organisations like his are giving printers another tool to go out and sell themselves to creatives. “The creative and clients are starting to change their mindset and want to experiment more,” he says. “This gives printers another conversation to have with them.”