New York — Print continues to surpass all other media as the first choice among graphic designers and their customers. A survey conducted by the trade publication Graphic Design USA found that 9 out of 10 of the designers polled have worked in print during the last year. Sponsored by MAN Roland, the 43rd Annual GDUSA Design Survey saw no erosion in print’s popularity: “This year, 91% of respondents say they design for print, a huge number that is more or less consistent with every survey in memory.” The medium that finished second — POP (point of purchase)/Sign/Display — is also predominately print driven. It received a 70% score, while another print-intensive segment, packaging, tied with website design for third place, each achieving a 62% rating. “The results tell us that printing continues to outperform electronic media,” said Yves Rogivue, CEO of MAN Roland Inc. “Print’s power to persuade, inform and motivate continues to make it the first choice of designers and their clients.” The survey drilled down to examine the work habits of designers to further track print’s dominance. It found that 76% of the respondents’ projects involved print exclusively or were comprised of a substantial print component. The survey also discovered that 71% of the designers’ total work hours were devoted to print-driven projects. “Print and paper have classic strengths — permanence, tangibility, sensuality, portability, convenience — that project legitimacy in an increasingly remote, disconnected, impersonal communications world,” the report said. “This is a fact, say our readers, ignored by creatives and marketers at their peril.” Increasingly, designers are on their way to becoming a printer’s best customers, according to the MAN Roland-sponsored survey. It found that 91% specify, recommend, approve or buy printing. Of that group, 25% said they bought more printing over the last year, 67% reported they purchased the same amount, and only 8% said they bought less. Designers also have some very definite ideas on why they choose one print provider over another. Significantly, quality rather than price was their main criterion. This is how the top ten factors polled out: 1. quality 2. price 3. trust, reputation 4. strong customer service 5. technical knowledge 6. digital workflow capabilities 7. on-demand printing options 8. geographic proximity 9. state of the art equipment 10. easy to use website The survey also provided a top ten list of print applications that design firms originate most, with brochures and collateral taking the top spot. The complete roster featured a wide range of products with which printers can connect with designers: 1. brochures and collateral 2. sales promotion 3. direct mail 4. cards/invitations/announcements 5. identity/letterhead 6. posters 7. packaging/POP/signs 8. print advertising 9. annual/corporate reports 10. publications/ periodicals “This year’s design survey confirms that the demand for print continues to be strong, but that print providers need to work smarter to tap the demand,” said Yves Rogivue of MAN Roland. “That suggests printers would be wise to invest in technology that makes printing more attractive to designers and their clients in terms of quality, versatility and cost.”