What I Didn’t Learn in Design School: Why Print Isn’t Dead
When I started working in the film industry, I was full of excitement, ready to dive into special effects makeup. As I set out, my dad gave me a book called What I Didn’t Learn in Film School. To this day, I can’t find the book or remember the author’s name, but I still remember my dad’s message: “Talent can’t be taught.” He wanted me to know that formal education, while valuable, isn’t the only route to success in the creative industries.
Originally, I’d planned to work in animatronics, imagining I’d create amazing creatures for the screen. I studied computer science, hoping it would help me bring characters to life. But as the California film industry started to falter, I saw animatronics give way to CGI. My dream job disappeared almost overnight, along with countless careers and whole production studios. This massive shift ultimately led me into the world of graphic design, and soon enough, I found myself facing yet another industry mantra: “Print is Dead.”
The “Print is Dead” Narrative
Every professor I had repeated the phrase as if it were an absolute truth. They insisted that we focus solely on interactive design, urging us to abandon anything “old-school.” I’d heard this same story before when CGI took over special effects in film. But here’s the thing: print was all around us. Junk mail came to my door every day, products still needed labels and packaging, and there were magazines on every store shelf. Why would print be dead?
The answer, I was told, was the internet. Digital production was faster, cheaper, and more scalable, saving time and printing costs. As people turned to online sources for news and ads, print seemed doomed to fade. And yet, something interesting happened. As online skepticism grew, with audiences learning that digital content was often overloaded with ads or misinformation, they began seeking out reliable, tangible information. This led to an uptick in subscriptions to print magazines and newspapers. It seemed people found something more trustworthy in the physical, and I felt sure print still had a role to play.
The Neuroscience of Touch and the Value of Print
I attended a conference by Sappi Global that changed my perspective on print forever. They introduced their Neuroscience of Touch research, which highlighted something fascinating: the tangible qualities of print create real emotional connections. It wasn’t just a seminar to showcase paper types; Sappi’s research explored how touch influences how people perceive and trust information. Just like when you’re offered a warm beverage before making a big purchase, the tactile experience of holding a magazine or catalog can evoke warmth and trust.
This science-backed insight solidified my belief that print offered something digital couldn’t. And it wasn’t just a nostalgic value—it was real and measurable. The simple act of holding a printed piece created a deeper connection. Suddenly, I could see why print was not only alive but thriving.
My Experience with Print at Veridian
When I began working at Veridian Design Group, I took my curiosity about print to my boss, Andi Counts. “Is print really dead?” I asked her, unsure of what she might say. Andi laughed. “Nope, print isn’t dead—it’s better than ever.” She had a point. At Veridian, nearly every project involved some form of print, whether it was a full-scale publication or an immersive wall graphic for a major expo.
With each project, I gained hands-on experience, learning about press runs, paper types, and even the unique personalities of the printers we worked with. On a recent press run for Audubon’s Birds of Florida, we visited a print facility so large they offered bicycles just to get around. The facility had grown exponentially over the years, and seeing their expansion firsthand made me realize that print was, in many ways, thriving like never before.
PRINT IS DEAD
"Print isn’t dead—it’s better than ever."
Why Print Will Last
As technology advances, print is finding new ways to assert its importance. A recent digital library crash erased millions of pieces of content overnight, leaving a void for people who had relied on it as a resource. This event sparked a larger conversation: where are our creative works being preserved? Are they safe in the digital realm, or do we need physical archives to protect our cultural legacy? Just as we have seed banks to preserve biodiversity in case of global crises, I believe we’ll see a rise in print archives to safeguard information for future generations.
In an increasingly digital world, print stands as a reminder of the power of tangible, trusted experiences. And as I’ve learned, the rumors of its death have been greatly exaggerated.
