Design Matters
Design in
downturn says Gill Davies
long with every other sector of our industry Michelle Humphreys (Klein Design Ltd) and Louise
A
Berni Parker
Design is facing challenging times. Always Ranscombe (Rafale Designs Ltd) are very established
way down in the pecking order, designers design agents and asked both of them how they were
are now looking at supplying a saturated faring. Both have worked with overseas companies for
market and also seeing their value eroded some years and have retained many of their US clients.
by dwindling budgets and even more designers/artists/ Michelle uses trade shows and Louise doesn’t.
illustrators looking for business. Both work hard to give clients what they need and
The freelance community is increasing as publishers’ recognise that following product development closely
in-house creative teams are reduced or let go. These is key to survival. Trend recognition has to be sharper
new freelancers are experienced and retail friendly. than just what is in retail now. Knowledge of previous
Whether these High Street skills will be needed trends and their worth is something that comes only from
immediately is dubious but they are out there and hungry. longevity and experience within the industry.
We are also seeing more illustrators entering the Trade is quieter, clients a lot more thoughtful about
Klein Designs
business as they face the same down turn in their usual the designs and there has been more horse-trading on
markets of advertising and book publishing. fees. US manufacturers have been quite up front about
If they shrive remains to be seen but it does give extending payment terms but there has been give and
publishers the means to look for possible fresh talent and take. UK suppliers may be cheaper right now but US
drive pricing. It won’t be up either! art buyers will still go for quality and work that sells well.
Although newcomers from other publishing media They don’t need to buy here.
might be used to higher fees, the age old principles of Michelle sees strong design coming through
pile ‘em high and sell them cheap will soon creep in with using colour and not a little drama. Popular trends for
portfolios of designs on the table. If ever there was a Christmas are black/gold Art Deco inspired designs and
time for designers to talk more to each other it is now. tone on tone designs in reds and greys. See the striking
The recession, however, might focus creative black and gold number. A look that has proved popular
decision making within publishing to seek original work with UA card, wrap and bag publishers.
and develop the product properly. The retail market Louise has been working more and more on
is shrinking and has to be nurtured. There will be little environmental design themes. The use of soya inks as
toleration of design that looks cheap or static. Everyone well as recycled board is a strong trend as is the idea
will have to work harder. Life is really changing. of the card having an after use. The Rafale cover cards
Our creatives, used to low fees and competition, have designed for US company Papyrus are a good example;
Marilyn Robinson
been forced to look laterally at other product areas for a showing environmental utility does not have to be naively
while. While design agents have been with us for years designed.
the UK designer has been slow to adopt a full on “meet Lastly two UK designers, Berni Parker and Marilyn
and greet” selling strategy to promote themselves, as a Robertson, who have moved their card styles onto china
brand. In the last few years, however, some well-known with UK company, Portmeirion. The Pimpernel range of
Greetings designers have stepped outside their boxes mug and coasters proved very popular at the Spring Fair
and have joined the trade show route. and are currently being shown at Frankfurt. These gift
Surtex, Brand Licensing and Spring Fair have all sets are just right for the independent gift store market to
benefited from their participation and it has increased sell alongside cards.
awareness of the individual within the UK industry. Sadly Berni and Marylin both have had a long presence
this year it may prove just too costly for a freelancer to within the trade and have worked across many
explore this particular sales route. publishers. They both have considerable portfolios and
Selling looks like a gigantic obstacle for most lots of new ideas.
Rafale Designs
designers but Spring Fair has attracted a good selection Berni’s Ladies Who Lunch and Marilyn’s Catitudes
of design resources over the last few years. This year have endured and transferred easily onto other products.
saw a return of License It to a more central position Both designers have achieved independence from being
although the signage still didn’t work. It was a quiet show tied to one particular line of work. This has given them
but established agents were satisfied with the orders opportunities across other product areas and territories.
taken during the week. It was a pattern repeated across Marilyn has also just launched her own range of
the fair. Fewer visitors but no time wasters. People came greetings cards, featuring her Catitude designs. All about
to buy not browse. being a brand and decision maker.
Greetings Today 19
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