I've been involved with print for my entire career and much of that time (when it wasn't fashionable) has been spent banging a drum for what I believe to be man's greatest invention. And I'm not the only one — the debate about the future of print and its likely role and value in the digital age rages on in many quarters of the media.
But, there's one aspect of this argument that makes me feel uneasy and doesn't appear to be acknowledged within this debate — yes, the elephant in the room. Print and the mass media it spawned has always been about the distribution of words and pictures. This fundamental function is at the heart of printing, yet it's the precise function that digital media fulfils cheaper, faster, better.
My belief is that this utility of information-distribution is at the heart of the what's-the-future-of-printing debate and if it remains at the core of what printing is about, then printing doesn't have a future. Here lies the seed of its ultimate redundancy.
We are already witnessing the revolution in printing: nice books, collectors editions, limited editions, swanky papers and finishes etc. are all thriving. Everyday commercial printing is on life-support. But, I believe the real revolution is yet to kick in, the overthrow of words-and-pictures on the printed page.
I for one, believe I know what will be in its place and that's OBJECTS.
So, I'm taking ARTOMATIC in a new direction — to Make Objects Tell Stories.
I'll explain more as we go and as it starts to take shape. If you want to join in, then please do.