For Art Director (Agency / In-House)s ·
What you'll accomplish
You want to know which finishing techniques the trade press is talking about, what paper stocks printers are pushing and what is happening in type and layout. The reading is scattered across a dozen sites. Perplexity answers a specific question with footnotes that link to its sources, so you get a researched starting point and a list of pages to open. You decide which sources are worth trusting and which ideas are worth exploring.
What you'll need
Keep client material out. Trend research does not need confidential input. Do not paste a brief, a layout, a client name, a product or a launch date into a question. Ask about the category in general terms. If a question only makes sense with client details, rewrite it so it does not.
Go to Perplexity's site or app. Search is the main box at the center of the page.
What you should see: A search box and, once you ask a question, a written answer with numbered footnotes. Troubleshooting: Search modes and labels change often. Use the default search first, and look for any option to go deeper only if the first answer is thin.
A broad question gets a bland answer. Name the topic, the format and the type of source.
Click through every footnote you plan to use.
What you should see: Some footnotes match the claim, and some do not. Drop the ones that do not.
Write down any claim you found only in one source or only in the summary. Treat it as unconfirmed. Never repeat an unconfirmed report to a client as fact.
Collect the confirmed items in a short document with the link and date next to each. Then do the design thinking yourself. A trend is a starting point, not a layout. Do not copy a competitor's ad or anyone else's work, and use your own concept even when a reference inspires you.
What paper and print trends are print trade publications reporting for packaging or brochures this year? Name each source and give its date.
Which typography and layout trends are design publications discussing for editorial or poster work? Cite the publication for each.
Which sources disagree about whether a given finishing technique is still popular? Summarize each position and link it.
List the printers or trade bodies that publish production guidance on this topic, so I can read it directly.