Over recent years the technology used in the production and distribution of printed media has changed irrevocably; yet designers (and their clients) have been slow to identify and exploit the possibilities that have arisen as a consequence.

Intelligent print design requires an understanding and respect for both the rich heritage of print and the context in which it now operates. On the basis of this we can plan how to maximise the creative and commercial value of print, either in complement with, or in contrast to, new media.