Unfortunately the approach to print and design for the arts offered by Michael Smith, Evelyn Wilson and especially John Field is naïve and misinformed. (ArtsProfessional issue 44, pp9-11).
Producing print should be a seamless approach from design, to production, to distribution, display and ultimately the fridge magnet. We educate our clients away from a ?pure? design approach, to think carefully how the print will be displayed, used and catch the eye from across a packed foyer.
We encourage our visitor attraction clients to introduce print awareness and conversion surveys of visitors. We get the feedback. This afternoon Edinburgh Zoo told me they received 42% of their visitors in 2002 from leaflets picked up from EAE leaflet displays. Edinburgh Dungeon achieves 20% conversion from posters and between 48% and 50% of visitors from leaflets! For John Field to say ?the distribution of these posters and leaflets is often a matter of such arcane and bizarre fancy? is a complete nonsense. Maybe he doesn?t have access to a decent distribution company.