You have seen it, a little girlande here, an underline there, and why not add a little shadow effect to make it look nice ? The page fills up and the eye wonders where to look first.
Look around you and you will see it everywhere. Horror ! It shows a lack of grasping the concepts of design. It is cosmetics ! Maquillage ! And it results in kitsch !
Good design is logical. It never looses the objective out of sight: Getting the message across. Beautiful design is not the objective. Effective design with impact is. And often, as a result, effective design turns out to be amazingly beautiful. But that is just a side effect !
Sometimes good communication design is not beautiful. Take advertising for a supermarket for example. The design must reflect the value-for-money offer and will be bold and crude. The design looks as cheap as the products. The logo appears in Arial bold and primary aggressive Pantone 032 red, typesize 96, and prices appear crossed out, underlined, and bold. And yet it is very effective and works for the client.
At other times the purification process of communication design creates products that are beautiful and timeless. By sticking to the classical concepts of typography, laws used already by Bodoni and Baskerville, delving deep into the message and structuring the logical sequence for the reader we designers help the reader to enter the document, make absorption as uninterrupted and smooth as possible.
We only have text, colors, images, and the support to strengthen the objective. EVERYTHING that doesn´t reinforce the message, has to be eliminated. It is a distillation process that at the end only leaves the essential.The result is strong and efficient design ! And Impact !
Just like we like design to be...
Look around you and you will see it everywhere. Horror ! It shows a lack of grasping the concepts of design. It is cosmetics ! Maquillage ! And it results in kitsch !
Good design is logical. It never looses the objective out of sight: Getting the message across. Beautiful design is not the objective. Effective design with impact is. And often, as a result, effective design turns out to be amazingly beautiful. But that is just a side effect !
Sometimes good communication design is not beautiful. Take advertising for a supermarket for example. The design must reflect the value-for-money offer and will be bold and crude. The design looks as cheap as the products. The logo appears in Arial bold and primary aggressive Pantone 032 red, typesize 96, and prices appear crossed out, underlined, and bold. And yet it is very effective and works for the client.
At other times the purification process of communication design creates products that are beautiful and timeless. By sticking to the classical concepts of typography, laws used already by Bodoni and Baskerville, delving deep into the message and structuring the logical sequence for the reader we designers help the reader to enter the document, make absorption as uninterrupted and smooth as possible.
We only have text, colors, images, and the support to strengthen the objective. EVERYTHING that doesn´t reinforce the message, has to be eliminated. It is a distillation process that at the end only leaves the essential.The result is strong and efficient design ! And Impact !
Just like we like design to be...