Putting the HOW in Design

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Jun 12, 2012

The 2012 HOW Design Live, an event sponsored by HOW magazine held this year in Boston from June 21-25th, is an event that service providers should consider attending. It’s one of the largest gatherings of designers, freelancers, creative team managers, and other creative professionals in the country. The creative community, according to the 48th Annual Print Survey conducted by Graphic Design USA, remains central to the process of buying print and specifying paper. In addition, these professionals play a pivotal role in shaping cross media campaigns. As more and more service providers bring to market solutions that integrate print and online media channels, connecting with the design community should be a priority.

HOW Design Live is comprised of four unique conferences (HOW Design Conference, InHOWse Managers Conference, Creative Freelancer Conference, The Dieline Package Design Conference) co-located in one venue (Hynes Convention Center in Boston).  These creative professions represent hundreds of design firms, as well as some of the biggest corporations (Lowes, Toys “R” Us, Inc.), non-profit organizations (United Way, Children’s Miracle Network Hospital), and academic institutions (University of Wisconsin, University of Florida) in the country.

The event provides creative professionals from all media disciplines an opportunity to network, share ideas, and learn from revolutionary designers such as Chip Kidd, Joseph Duffy, Debbie Millman, David Sherwin, Armin Vit, and Christopher Simmons. In addition to keynote’s from industry leaders the educational sessions cover topics crucial to the design and creative process, while also touching on workflow, production, and designing for cross media.

The exhibit hall features companies that play an integral part in the design, marketing, and communications ecosystem. From paper, software, email marketing, printing, stock imagery companies, and more, the exhibit hall provides an opportunity for companies to interact one-on-one with designers and content owners.

Figure 1: Exhibiting Companies at 2012 HOW Design Live

The 2012 HOW Design Live event provides a much needed opportunity for service providers. In a survey conducted by Graphic Design USA, it was found that 93% of designers have designed for print as part of their media mix and that 87% of designers have an influence on buying or specing print, increasing the importance of this audience for print service providers.

By understanding the trends and triggers that influence designers in their decision making process service providers will be better able to bring to market solutions that meet the needs of the creative community. InfoTrends will be covering the HOW Design Conference and is able to offer registrants an exclusive $100 discount to the conference.

To register click here and enter HINFO as the promo code to receive $100 of the registration

While print remains high on the list of media channels that designers are creating content for, these creative professionals are involved in projects that cut across channels. They sit at a pivotal position, developing content for a full range of media channels including print, web, mobile, and social media. The emerging workflow, software, and design trends impacting cross media creative strategies have a direct impact on the service providers tasked with execution. The HOW Design Live event provides service providers with direct access to this community.

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