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Athena Design Ideas

Get ready to dive into the world of graphic design and printing! Over the next year, Athena Print, your friendly family-run print and design company in Greater London, will be sharing a wealth of knowledge through our blog.


With over 30 years of experience witnessing the industry's fascinating evolution, we're passionate about shedding light on current trends, the tools of the trade, and the diverse roles that make this field tick. We'll also be exploring the ever-important question: is print still relevant in today's digital age?


So, buckle up, design enthusiasts and printing novices alike! We're here to illuminate, educate, and inspire you on your creative journey.


1:The Ever-Evolving Landscape of Graphic Design

The graphic design industry is a dynamic field where trends, techniques, and tools are constantly evolving. Staying up-to-date requires continuous learning,

embracing new software and technologies, and revisiting classic design principles.

My own journey as a graphic designer began outside of university walls. I learned through an on-the-job apprenticeship, absorbing valuable tips and tricks from seasoned designers. Back then, university education emphasised foundational skills like 3D pencil drawing, layout principles, and print preparation.


Entering the industry with a strong computer background and artistic inclinations, I had a thirst for traditional methods. These methods, I discovered, were fading from university curriculums. Consequently, many young designers lacked the basic knowledge of print preparation, file setup, and workflow. Understanding both the legacy and cutting-edge aspects of design is crucial for success in the print-centric world.


Many clients from large corporations send us print jobs with layout issues, low-resolution images, and incorrect file formats. Fixing these mistakes is an unwelcome addition to our workload.


Now, a new generation of designers is emerging, often equipped with certifications from short graphic design courses. I recently met a young designer struggling with client feedback. After delving deeper into the client's brief, I guided her through the design process using the traditional methods I had learned. Her revised designs received much better feedback, highlighting the value of a strong foundation.


This influx of designers with limited training leads to an oversaturation of the market, driving down wages for both experienced and novice designers. It also devalues the profession, portraying graphic design as a menial task, which is far from the truth.


On the other hand, there are also designers stuck in a rut, creatively stagnant and simply clocking in and out. This lack of passion reflects poorly on the industry.


The Path Forward

The graphic design industry needs a multi-pronged approach to address these challenges. Educational institutions can bridge the gap by incorporating traditional techniques alongside contemporary software. Designers themselves should embrace lifelong learning and stay current with design trends. Finally, companies need to recognise the value of skilled designers and offer competitive compensation.


By working together, we can ensure that graphic design remains a vibrant and respected profession.


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