Print needs to adapt for the future and shake off that old dirty, smelly image

I'm confused. What has print got to do with wanting to be a graphic or web designer? I don't want to get my hands dirty or ruin my trainers. And anyway, what is print all about?" This kind of statement comes from numerous potential students attending college open days.

The reason for it is a lack of understanding of the industry. The result is too many potential students neglecting a skilled profession.

The fact is, not enough young people are coming into print. Consequently, most education providers now don't offer a full-time print training provision as they don't get the required numbers on the courses.

This is a problem for the industry, as the skill of the craft is allowed to drift away as time-served staff leave without passing on their knowledge and experience.

In order to change the current state of affairs, there needs to be a shift in perceptions and education from both potential students and the industry itself. There needs to be an incentive for people to go into the industry; printers need to want staff to be trained to a high standard.

Out with the old
In the past, firms invested in equipment and staff development in order to meet business demand. Understandably, economic circumstances have led to a drop in this demand and companies have had to make cut-backs. However, this is not continuously sustainable and, for more and more companies, life is increasingly about looking at current operations and getting the maximum value from the assets that remain.

Increased training, at higher levels, and in areas such as business improvement techniques, is one of the best possible ways to achieve this and to obtain increased flexibility through more efficient staff and reduced machine downtimes.

At Leicester College, we have seen an incredible amount of technological change within the industry. And the college itself has changed too. We have diversified and widened our skills base, while also increasing the range of qualifications we are able to offer. The perception of tomorrow's printers has to change. Print is digitised, colourful, creative and funky – not dirty, smelly, heavy and clunky.

We've changed the methods by which our courses are delivered: from full-time students to offering work-based training and apprenticeship routes that give access to our full range of production facilities through a monthly day-release programme.

We can provide training that is far more specific and tailored to a company's individual requirements rather than one-size-fits-all, generic courses.

Apprenticeships offer a structure which is three-fold: they provide key skills, a technical certificate and an NVQ qualification. We are aiming for more rounded individuals who, despite focusing on a particular pathway, also have a strong understanding of the whole print process. 

This increased awareness also has major benefits for business as it overcomes the age-old problem of jobs going wrong due to a lack of understanding.

It is our belief that the introduction of new high-tech digital equipment has provided us with a unique opportunity to adapt our learning programmes, while still retaining and being loyal to our lithographic roots.

Having multiple skills and more streamlined processes creates greater flexibility to respond to the demands of the industry and, in turn, allows for more cost-effective production and, consequently, stronger margins.

To the printing purist, there may be a raised eyebrow or two. To us, we believe that we are providing the printing professionals of tomorrow with a modern and technical outlook on where print has been, where it is now, and where it is going in the future.

Oliver Whitbread is a print training consultant at Leicester College