When I started my design career over 15 years ago, the industry was already sounding the alarm about the supposed death of print. Predictions about a fully digital future dominated the conversation, with many believing that traditional mediums like brochures, packaging, and printed signage would soon be obsolete. Yet here we are, in a world that’s undeniably digital-first, but where print still has a role to play.

Walking through a grocery store, for instance, you’ll see products vying for attention on the shelves—each label, box, and promotional display carefully designed to stand out. Even when an Amazon package lands on your doorstep, the design of that box reinforces the brand and communicates trust. The reality is, design isn’t about the medium—it’s about the experience and the connection it fosters.

Lessons Learned in a Shifting Landscape

Over the years, I’ve seen the tools of our trade evolve and expand, but the core principles of great design have remained constant. Whether you’re creating for print, digital, or experiential applications, the focus should always be on delivering a meaningful connections. Here are some key lessons I’ve learned as the industry has shifted:

1. Mediums Will Change, but Design’s Purpose Stays the Same

Design isn’t just decoration; it’s a tool for communication. Whether you’re designing a physical product label or a digital interface, the goal is to deliver the right message in the right way. Print hasn’t disappeared—it’s simply found a new place in a digital-first world. Packaging, trade show graphics, and physical branding still play crucial roles, even as digital design takes center stage in areas like websites, apps, and social media.

2. User Experience Is Everything

With the rise of digital tools, the designer’s role has expanded to include more than just creating visually appealing work. Now, we’re also responsible for considering how users will interact with our designs. From ordering food at a kiosk to purchasing concert tickets online, design has become a critical part of the user experience (UX). Every touchpoint—whether physical or digital—must feel seamless and intuitive.

3. Adaptability Is the Designer’s Superpower

The evolution of the industry has forced designers to become more versatile than ever before. A project that once only required an eye-catching print ad might now demand a cohesive campaign spanning social media, email marketing, packaging, and in-store displays. Successful designers aren’t just masters of one medium; they’re adaptable thinkers who can connect with audiences across platforms.

4. Messaging Is Just as Important as the Visuals

Great design is about more than just how something looks. Messaging—what you say and how you say it—is critical to making an impact. Design and messaging work hand in hand to resonate with audiences, and today’s designers need to collaborate closely with writers, strategists, and marketers to ensure that every piece of work feels cohesive and authentic.

Looking Ahead: What Designers Need to Embrace

As the design industry continues to evolve, here are three areas that designers should focus on to stay ahead:

1. Embracing Technology: From AI-driven design tools to augmented reality applications, technology is opening up new ways to create and connect. Staying curious and learning how to leverage these tools is key to remaining relevant.
2. Thinking Strategically: Designers who understand marketing strategy and business goals can position themselves as invaluable partners, not just service providers. It’s about connecting creativity with results.
3. Prioritizing Connection: Whether you’re designing a digital interface or a physical product, the focus should always be on creating a meaningful connection with the user. The medium is secondary; the experience is everything.

Final Thoughts

The role of designers has never been static, and that’s what makes this industry so exciting. We’re constantly adapting, learning, and finding new ways to solve problems creatively. While the tools we use and the mediums we work in may change, the heart of what we do—creating meaningful, engaging, and impactful experiences—will always remain the same. As designers, our role is not to choose between print or digital but to find the best way to connect with the people who interact with our work.

Analytics & Strategy

• Analytics-Driven Insights
• Strategic Messaging
• Campaign Management

Design Tools

• InDesign
• Photoshop
• Illustrator
• Figma
• Canva

Web & Digital Platforms

• WordPress
• Squarespace
• Slack
• Basecamp

Video & Presentations

• Final Cut
• PowerPoint
• Keynote

Niko Solomos

Director of Business Development / Display Group

“Phil is a trusted creative professional known for delivering high-quality work with precision, efficiency, and reliability, consistently on time and within budget.”

Shelly D. Mahon, Ph.D.

VP of Marketing / Zia Consulting

“Phil seamlessly stepped into and quickly grasped the brand to deliver exceptional content while maintaining clear communication and meeting all deadlines.”

Spencer Whiteman

Senior Product Marketing Manager / Eventeny

“Phil is a talented designer with a unique knack for capturing brand essence and crafting compelling stories. His strategic thinking and creativity make him an invaluable, uplifting team member.”

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