Does Advancement Impact Relevance?

by Lola Lagamson

“Change is the only constant in life” - Heraclitus, Greek Philosopher

Society has undeniably changed throughout the years and is continuing to change as time passes. A large part of said change deals with the matter of technology and media. Things like gadgets and books are dated according to the era they were popular in (e.g VHS tapes in the 1980’s, kids’ magazines in 2000’s etc.) because they get replaced by newer ones throughout the years due to innovation and modernization. This phenomenon is still observable today with technology causing society to change into more modern measures.

Media is described to be a form of mass communication, and graphic design is the use of visual components in order to convey a message. Media and graphic design have always correlated. This is supported by the fact that numerous art movements like Bauhaus and Pop Art visually communicate ideas and culture of their period, and they have influenced society effectively. One of the notable inventions that impacted the media is the printing press. Since then, large quantities of printed materials can be produced that changed the way society spread information. Books, pamphlets and it’s used in different industries such as business, education, andmore.

As mentioned earlier, modernization causes change. Media is then split into two; Traditional Media and New Media. Traditional Media consists of the previously discussed printed materials, broadcasting, and film and music while New media involves electronic entertainment, social media, and online platforms. This divide is emphasized by how civilization transitioned from Traditional to New, in particular, the transition from print media to digital. An example of this is how plenty of businesses go through a process called Digital Transformation where they make use of technology to keep up with the digital age. The most observable factor in Digital Transformation is digitized marketing, thus Digital Advertising is introduced. Flyers and brochures promoting a business can now take form in Facebook promo posts or Tiktok videos. Fashion items found in magazine catalogues are now exhibited on retail websites and modelled in Instagram. Restaurant meals can be found online in websites, social and apps to appeal to customers so they aren’t limited to display boards and sheets.

Designers now have to adapt their work to the new medium to achieve a compelling work. As some elements found in print are not effective in digital, designs have to be translated to fit the standards of the latter. Prints are generally stationary and straightforward, while digital designs are more interactive. Though both print and digital consider their audience’s psychology and preferences, unlike print, digital is concerned with how user-friendly the designs are due to their interactive nature. Design elements in a brochure may not work well in an application. Both of them may serve the same purpose, their execution is based on their overall design.

Predictions are often made based on current trends and observations. Because of the current state of print media, many articles and researches theorize that it will be obsolete. Apart from the mentioned Digital Transformation, this may be caused by print ads being out of place in screen environments, and paper becoming cost prohibitive thus making it inaccessible. In contrast to that, some say otherwise, print media is theorized to survive the digital age due to several factors. Print is valuable to physically present customers, some industries prefer tangible platforms, and with technology like Augmented Reality (AR). Hyper-local markets depending on print ads are also something to take into consideration.

Though it is important to review the past and anticipate the future, it is also essential to be aware of the present. As of today, both print and digital media still co-exist. Their difference in purpose and function make each of them unique and vital based on the needs of a certain situation or project. Design is a form of problem solving, determining which design and medium work together can create captivating and effective outputs.

Sources: https://uxdesign.cc/a-brief-history-of-graphic-design-90eb5e1b5632 Resoncrance L. (2020). What Does Media Mean?. https://www.techopedia.com/definition/1098/media#:~:text=Media%2C%20 the%20plural%20of%20medium,%2C%20magazines%2C%20and%20 the%20internet. https://www.altexsoft.com/whitepapers/digital-transformation-reshaping-business-to-meet-digital-age/

Galvan M. (2020). A Brief History of Graphic Design.

Altexsoft. (2023). Digital Transformation Guide: Reshaping Your Business to Meet the Digital Age.

Forbes Communications Council. (2018). Does Print Still Have A Place In The Future Of Advertising? 10 Experts Weigh In. https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/02/ does-print-still-have-a-place-in-the-future-of-advertising-10-experts-weigh-in /?sh=1ec39aa45fc6

Inkbot Design. (2021). 10 Key Differences in Designing for Print vs Digital Media. https://www.indesignskills.com/tutorials/difference-between-digital-design-and-print-design/#:~:text=Although%20the%20majority%20of%20 print,a%20form%20of%20digital%20design.