While students of the School of Media Art and Design (SMAD) at JMU are known mostly for their two-dimensional design abilities, the department would benefit greatly from a convergence with three-dimensional design and printing. It is first important to note that SMAD is broken up into four concentrations: converged media, corporate communication, journalism, and digital video and cinema. I believe the converged media and corporate communication concentrations would benefit most from the addition of 3D printing applications.
Converged Media
The converged media concentration focuses on “the delivery of content via multiple media formats such as text, images, audio, video and interactive websites.” Students in this major are very skilled in design and are able to apply the creative strategy to many different scenarios. They are also very comfortable using new software, as most of their classes are on computers with specialized programs. These students are highly skilled with 2D design software, but moving to 3D is actually not as big of a step as it seems. Many of the same techniques are used in 2D design as 3D and some applications are already looking to combine the two. One software application in particular, Adobe Photoshop, added 3D design and printing capabilities in its latest update. Photoshop is a staple in the School of Media Art and Design and all students know at least a little bit about it. Converged media students in particular are experts. A class that taught the 3D capabilities of Photoshop and other design programs like Adobe Illustrator would increase the value of the converged media concentration greatly. 3D design and printing are areas that are fairly new and growing rapidly. Creative minds like those in converged media have the ability to come up with ideas that might not have even been thought of yet.
Corporate Communication
With a concentration title like corporate communication, it seems unlikely that it would benefit from a 3D printing class. However, corporate communication is a major focused on new technology and developing a strategy for marketing and branding. As 3D printing is indeed a new technology, it also would benefit from young, creative minds developing strategies for displaying the benefits and capabilities of 3D printing. While it may not be completely necessary to devote an entire class to this topic, having a hands-on lab would allow corporate communication concentrators to understand the technology, personally use it, and come up with ideas to advertise it to a wide variety of consumers. Additionally, not all corporate communication concentrators are solely interested in the technical side of marketing and communications. Some are more focused on design and could come up with ideas for businesses to utilize new and innovative techniques to market their brand.
Real World Application
One company in particular, highlighted on 3ders.org, is using 3D printing technology to help customers visualize home improvements and additions. The company, called Loft, launched a marketing campaign that focused on the use of their 3D software to print small-scale versions of furniture. They mailed a pop-up room and a 3D printed couch to their customers to give them a better idea of what their products look like and what their software is capable of doing. Loft’s 3D approach, combined with traditional 2D marketing like videos and postcard ads, tripled the amount of clicks on their email blasts. This application of new technology highlights the importance of the SMAD program from both the converged media and corporate communication sides. The convergence of old technology (2D ads) and new technology (3D printing) relates directly to the converged media major. Designers in the field of 3D printing need to utilize both old and new technology and apply them effectively in a business environment. In regards to corporate communication, ideas like the one by Loft would have gone nowhere without a communication strategy that highlighted the importance of 3D printing, recognized the target demographic, and carried out the marketing campaign effectively.
3D printed couches from Loft software company
The complete package sent out by Loft to their customers
The SMAD department is constantly looking towards the future of technology. Utilizing 3D printing in the school would allow students to get ahead of the curve in this exciting new field and increase their value in the job market. The students already have the creative minds and design skills that are required for 3D printing: all that’s left is the technology.
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