Where Print & Interactive Collide

Patagonia decided to scrap their printed catalog and instead debuted an entirely online catalog yesterday. They’re certainly not the first company to do this. But it re-ignited a conversation I’ve been running in my head about the possibilities that interactivity bring to works that would traditionally be print-only. From the Kindle to the iPod to traditional browsers, the way that we tell a story or sell a product should never be the same.

So, what’s the advantage? Some of them are obvious. Consider the Patagonia spread above for wetsuits: even though there’s tons of technical specs that need to be highlighted, they can be hidden until they’re needed — effectively allowing better spacing for the overall design.

And of course, there’s video. I realize this isn’t earth-shattering; most would argue it’s the way the internet is supposed to be. The difference here is that the web version isn’t a supplement to the printed version anymore. They’re one and the same.

But for me, the real potential in this way of thinking is with books. It’s one thing to have a company’s catalog that comes with additional views, information, and video. It’s a whole new ballgame to start thinking about the possibilities of interaction on a Kindle or similar device. Imagine a book that’s written with the intention of branching off into the 3rd dimension: certain words or sections are links for more information, or they take you to an alternate version of the part you’re reading.

Maybe there’s a link to a video. I envision a world where the book and the film adaptation are created and sold together as a single entity. They could weave in and out of each other seamlessly. Maybe you can choose to read through a section, watch it, or both. Think about it. It’s coming. It’s inevitable, and I can’t wait.

**UPDATE February 16th 2010**

Here’s almost exactly what I was talking about, courtesy of our friends at Adobe & Wired Magazine.