Episode 3. Richard Askam of Print Island
In this episode of The Printerviews, Colin is joined by Richard Askam, the host and founder of Print Island. Richard shares the story of his accidental pivot from a 50-year-old family wine business into the print industry, where he pioneered the use of personalised labels to stay ahead of retail giants.
The conversation explores the deeper purpose of print, moving beyond technical specifications to focus on the emotional connection and transformation it provides to the end consumer.
Richard also discusses his latest venture, Print Island, a content platform designed to act as the Spotify for print by hosting honest, unvested conversations about what the industry is actually for.
Richard emphasises the need for the industry to ditch its technical jargon and reclaim its confidence through authentic storytelling. As a public speaking coach, he also offers advice on how to bridge the communication gap between manufacturers and the outside world to ensure the industry continues to flourish in 2026 and beyond.
This episode is a must for anyone looking to understand the intersection of retail trends, consumer psychology, and the enduring power of print.
Key Takeaways
- Richard transitioned from a 50-year-old family wine business into pioneering personalised labels as a survival strategy.
- The Share a Coke project was designed as a communication tool to engage a younger generation.
- Print Island provides an unvarnished, honest space for the industry to tell its story to the outside world.
- Consumers value the emotional reaction and transformation of a product more than the technical process of printing.
- Success in modern marketing requires translating technical print jargon into clear consumer English.
- Personalisation has moved from a luxury to a standard consumer expectation that brands must now facilitate.
- Public speaking and storytelling are natural human skills that printers must unlock to build confidence.
