Last year, I spent a good deal of time talking about how print designers often fail to realize that the shift from analog to digital media also represents a shift from narrative to behavior — a fundamental change in the language and purpose of graphic design. That’s still an important concept, I think.
But after looking at portfolio after portfolio over the past two years while recruiting talent for an employer that still places a high value on narrative, I should shade this argument further: the future of this profession is not predicated simply on a one-way shift from the sensibilities of analog to the sensibilities of digital.
It’s a two-way street. Granted, the majority of the shift is incumbent upon the analog-minded. But there is a tremendous amount of storytelling that needs to be told in digital media, too, and a tremendous amount to be recovered from the craft of art direction, a discipline that is seemingly stranded in the analog world.