We were delighted to hear recently that we had won a creative pitch.
The brief covered a mix of print and digital work, but in the feedback it emerged we were the only agency to produce mounted work on boards and colour mock-ups for the print aspect of the presentation. Other agencies had produced computer generated media showing covers and double page spreads but nothing the client could hold.
While we usually show digital work onscreen, we find that when it comes to printed items, such as leaflets or stationery, real samples the client can touch and interact with work much better than images projected on the wall.
Even with the best digital technology, we feel you can’t get better than a carefully hand crafted mock-up to translate an idea for print. There are a couple of reasons for this. One is that digital projected presentations are still not of a high enough resolution to show the subtle details of typography, layout and image. The other is that the client doesn’t have to worry about visualising anything, the item is there in front of them. This leaves us free to focus on the big idea, rather than explaining the practicalities of how that big idea will work on the printed page.
Here at Reform we pride ourselves in high quality crafting and attention to detail. Sadly, over the years, this is something we have noticed gradually disappearing from our industry. It is about the big idea but the big idea needs to be executed beautifully with careful thought and detail. Nothing, for us, is worse than a really great idea that has been put together without much consideration to the aesthetic.
What are your thoughts on digital vs traditional mock up and print presentations? We would love to hear what your feedback, both from an agency and client perspective.
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www.reformcreative.co.uk | 0161 236 0054
An award-winning designer who has had work published in the most coveted D&AD annual. Educated to degree level with a BA (hons) in Design. Paul has 20 years in the design industry. Paul brings with…
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