The Advertising Production Club of New York City hosted a wonderful event at the New School auditorium on October 7th. With the main focus on trends happening in the marketplace, Scodix was honored to show some of New York’s creatives a brief peak into how we’re changing the landscape of printing enhancements to kick-off the event.
During the main event, however, all eyes were on the incredible panel that Jimmy Levin pulled together to discuss how technology is driving production and what is necessary to remain agile and adaptable in the fast lane of technology. Featured panelists hailed from companies like Google, AKQA, Tidal, and Ignition, with the chat moderator Christy King coming from Levels Beyond.
There were a few key highlights that we felt were worth noting from the fascinating conversations the group had:
Quality is not the Primary Concern Anymore
While we here are Scodix thrive on the ability to make quality, in-register finishing enhancements on every sheet – technology’s evolution has made quality less of a point of emphasis. For example, the mobile generation is no stickler for quality. They’re watching YouTube videos on their smartphones, pinching and zooming in on products they’re interested in buying, and gathering their news from their Twitter newsfeed. If there’s one thing this lack of focus on quality unveils, it’s that content is the most important driver of these relationships.
You Must Continue to Bring Tech & Production Together
Technology is changing so quickly, but it’s still more important that ever to make sure you bring tech and production together to maximize results and success. We’re no stranger to that here are Scodix. Our digital enhancement equipment is opening the door to new production opportunities by enabling printers to offer dimensional raised ink effects and variable data foiling capabilities at runs as small as a single copy. Without technology, creatives around the world would be forced to have the volume to justify a print run with all the glitz and glam. Technology is making it easier for these solutions to be brought to the forefront, but it’s not the only thing that can drive success.
No Matter What You Need a Good Concept
You could have all the technology you ever dreamed of at your fingertips, but if there isn’t a good concept behind the design you’re piecing together – it can leave your audience confused and unengaged. Your concept is the underlying logic, thinking, and reasoning for how you’ll design any given piece. It’ll help you choose things like color and type, as well as help shape your aesthetics.
Want to See How Technology Can Open New Doors in Your Production?
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