Design is all about creative communication. In this article we have outlined a few techniques to grab attention when designing marketing campaigns.
1. Communicate visually
Designer Toby Ng Kwong To set himself the challenge of communicating statistical data in a visual and accessible manner through a series of "picture" posters. He writes:
If the world were a village of 100 people, how would the composition be? This set of 20 posters is built on statistics about the spread of population around the world under various classifications. The numbers are turned into graphics to give another sense a touch – Look, this is the world we are living in.
More posters can be viewed on his personal website.
2. Be very literal
Image credit: Toxel
In this range of wildly creative fruit juice packages, Japanese industrial designer Naoto Fukasawa imitates the look and feel of the fruit it contains. The packaging ranges from strawberry and banana to coconut and tofu milk.
The additional tactile dimension makes the contents appear fresher and juicer, as if you are squeezing juice out of the original thing.
Another clever concept by Hiroku Sanders translates Kleenex’s "slice of summer" campaign into fruit shaped tissue boxes:
Image credit: The Dieline
Back in the day, when Helios Design was still very young, we came across a prospective client who sent us the following request:
I'm interested in working with you. Please send me three different design concepts for my website. Based on the quality of ideas provided, I'll decide whether I will go with you or not.
These are warning bells for your typical designer. "Spec work" (essentially design work done for free as part of project pitching) can damaging to both parties – designer and client – for the following reasons:
a. It reduces design to an arbitrary "hit or miss" game among competing agencies.
b. It goes against the fundamental principle of design – taking a client brief and translating it into visual format. Without the proper consultation and research phases, designers work in a ‘vacuum’.
c. Spec work drives up prices – other clients have to pick up the tab for time on unsuccessful spec work.
d. Spec clients are often left with mediocre work.
e. Lastly, there are ethical concerns. Nothing stops a client from taking free spec work, handing it over to their nephew and asking them to recreate it "with a few slight modifications".
1. Comparing the two
Here is a quick comparison between spec work and proper compensated design: