Why we still print everything

A screen will forgive almost anything. A print on the wall for a week won't.

Every project we run ends up pinned to the same wall in the studio, printed at actual size, for at least a week before anyone calls it finished.

What a screen hides

A screen is bright and a little flattering, and you can always zoom. On paper a weak headline just sits there. You walk past it on the way to make coffee and it’s still weak, and by Wednesday you’ve fixed it without a meeting.

It costs us around forty euros a project. It’s the cheapest quality control we’ve found.

The brief is usually wrong, and that's fine →