Design Matters
Gill Davies assesses
the role design will
play in 2009
esign Trends for 2009 shades of Blah is not going to cut it Design) and Patrick Groombridge (IBD)
D
or designing for the this time. There are hundreds of ranges pointed out that business has been
recession. Excuse my out there with designs on the same tough for the last 2-3 years with the
flippant tone… it is no theme. My forecast is that retailers will bad exchange rate between the US
laughing matter. Some be decisive about variety and publishers and UK. Publishers have been finding
of us have been there before and sadly need to ditch those weak sellers, it the same. The weakened £Sterling
know what will certainly happen in the get some decent design in and stop has offered them some respite from the
design area of the Industry. pretending that the unsold cards sitting pressure of reduced invoice payments.
Firstly I’d like to hit the good old future in the warehouse in boxes are assets in Their payments from US customers are
trends forecast for 2009. While the easy the company’s accounts. They are not generally in $US.
answer would be “Anything that Sells” I’ll and compared to the last recession, In the US, the reaction to a possible
try to be less ironic and say that there is when there were places to offload stock, recession started a while back with
absolutely no chance of the average card this time there aren’t, and the stock is just
Image by Design
larger retail groups placing lower orders
customer wanting new design styles in ink on paper. with manufacturers for 2009. If the
any great numbers. There’s a lot of that Freelance designers will face the stock sells through everyone is smiling,
on packaging already. problems of a rush for too many designs, although it will mean the good old US
We are settling in to a time of comfort for a decreasing fee scale. Most of these royalty payments will be lower or a thing
zones and an appreciation of value for designs will end up as free portfolios for of the past. Companies like Walmart and
money. That means traditional images manufacturers trying to get the buyer’s Target are now using their own concepts
that look as if more time has been attention. This has been happening for to brief manufacturers. This will prove
spent on them. This doesn’t mean that years and the practice will increase, as an interesting move and will certainly
it’s all going to be Fine Art but that the times get hard. It’s tough for a freelancer produce some stronger individual retail
skill involved is immediately obvious. to refuse but old hands will know that no design.
Colour will be important and a certain business will come their way. It’ s a bluff. As for the type of design being
sophistication will be appreciated. Now, I know that there are a lot of requested and bought, Klein Designs
New styles of design are not the in-house studios out there, working are seeing a more simplistic, uncluttered
bread and butter of this trade and do not away like beavers, but most will not have ave feel for Christmas, metallic finishing is still
readily inspire brand loyal. Wearily, I am the traditional skills necessary to strong with an accent colour. Lime green
now seeing samples, offered by current create their own designs. As I’ve in the visual here. Inspire By Design’s
‘young designers’, of design styles that mentioned before there is terrific traditional line features a deep toned,
were around in the ‘80’s and didn’t stick software available for trad work but detailed gift-wrap design that will work
around long then. And, no, they’re not the drawing and composition skills across many seasonal products.
going to work this time either. For all you have to be sharp. I do hope I get a Another traditional look, although
young buyers: if you don’t see something flood of complaints about the last I hate to say it, is Klein
selling well for a serious length of time sentence but I’m not holding my Designs’ 60’s inspired
in the independent market, it’s a flash in breath. Birthday image; Again, this
the pan. I’ve been talking to two design can cross over product lines.
So, tactfully having done away with agencies that have been selling in the Strong colours and powerful
bad retrospective designing we are left market for some time. Klein Designs graphics make this a punchy
with a solid middle ground of very good and Inspire by Design. Are they down image. In contrast, IBD’s
artwork already out there and the comfort hearted about the current situation? Birthday wrap is a classic,
of great traditional design waiting to Well, not as much as you’d think. Klein Design colourful, cheerful and bursting
be either commissioned or revamped. While both acknowledge that business with imagery.
There is nothing wrong with that and will has quietened down, they are still selling. Nothing to be depressed
certainly add quality to the shelves of Both companies rely on export sales for about here and Klein Designs
card shops. a lot of business, the US being their main and Inspire By Design will be
Needless to say vague mutterings overseas territory. exhibiting at the Spring Fair next
about Oriental and piffle about certain Both Michelle Humphreys (Klein month. Take your shades!
Greetings Today 39
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