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ETD Abstract Container

Abstract Header

Design Study for Variable Data Printing

Acuna Stamp, Annabelen
http://rave.ohiolink.edu/etdc/view?acc_num=ucin962378632

Abstract Details

2000, MDes, University of Cincinnati, Design, Architecture, Art, and Planning : Design.
All commercially printed communications are designed to achieve a specific purpose: to evoke a specific response from the recipient. This communication can come in the form of posters, advertisements, brochures, newsletters, or any other medium that the third party will interact with. Historically, this message spoke to the masses. Mass marketing targeted a standardized, undifferentiated mass of consumers to sell standardized mass-produced products. As the computer age emerges, the collection of information on the consumer's spending habits shows that each person has individual wants and needs. From this, a new paradigm is emerging in the marketing arena coined "1:1 marketing" or "customer-driven marketing", where the goal is to sell to one customer at a time. To truly accomplish this ideal on a grand scale, printing technology must provide printing solutions that allow marketers to actually print mass numbers of "individual" messages at an affordable price. This new printing technology is called Variable Data Printing (VDP) and in turn requires the designers who create the marketing communications to understand how to best develop a marketing piece for so many individual recipients. To be successful, an emergence of a new multifunctional team is essential, where marketers, database specialists, information specialists, and designers all work together to create messages and designs suited for one individual. Designers are comfortable creating a single message that is first visualized then designed, evaluated, and finally printed. Now with VDP, elements of a piece are designed separately and those elements, together with database specific information, produce thousands of individualized personalized printed applications. This poses significant risk to designers who aren't able to monitor each iteration of the application. Therefore, new strategies of design must be developed to ensure the communication of the design message while maintaining a cohesive, well designed application. This thesis addresses two important issues of what is now termed the variable design process. The first is the actual design steps needed to create an application targeted for 1:1 marketing. The second explores the realm of possibilities in the future of application development for VDP.
Patrick Schreiber (Advisor)
60 p.
Design and Decorative Arts
HoneyBaked Ham; newsletters; Variable Data Printing; Ham

Recommended Citations

Citations

  • Acuna Stamp, A. (2000). Design Study for Variable Data Printing [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin962378632

    APA Style (7th edition)

  • Acuna Stamp, Annabelen. Design Study for Variable Data Printing. 2000. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin962378632.

    MLA Style (8th edition)

  • Acuna Stamp, Annabelen. "Design Study for Variable Data Printing." Master's thesis, University of Cincinnati, 2000. http://rave.ohiolink.edu/etdc/view?acc_num=ucin962378632

    Chicago Manual of Style (17th edition)

ucin962378632
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© 2000, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.