Time for the scientific approach

From the beginning, print was built on science. From chemistry and physics, to computer science. Now, the social sciences are coming into play.

Printing has always been an industry that is dependent on science, especially physics and chemistry. In its letterpress days there was a need to understand metallurgy and the almost steam punk engineering of casters and presses like Heidelberg’s platen. Then came litho and its need to understand chemistry, both in plate coatings and processing of film and plates and in the onpress interaction of oil based ink and water. Later with digital prepress and subsequently digital printing, computer science and programming has come into its own.

Today the social sciences are needed more than the hard sciences of physics and chemistry. Technology has enabled the control of all manner of variables to change print into a process led dreamland where every aspect is measured and under control. Now the need is to understand where print fits and to persuade customers that the rush into digital promotion and online communication is not necessarily good for their bank balance. With the need to save money already becoming a post pandemic reality, understanding consumer behaviour is a priority.

This means reading studies such as that conducted by Bournemouth University and outlined below. It means understanding the triggers that affect consumer choice and therefore packaging design. It means being able to use statistics, academic studies and surveys to explain to customers why they should use print for their marketing. The hard stuff like logistics and automation are part of the story, but to be really effective printers need to become acquainted with behavioural science. In short, to paraphrase the immortal Beattie (as portrayed by Maureen Lipman) “You want to be a printer? You’ve got to get an Ology”.

Gareth Ward