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The aesthetic of communication
The KISS principle, an acronym for “Keep It Simple Stupid,” states that in order for a system to work better, unnecessary complications have to be eliminated. Graphic design is just one of the keys in designing a brochure.
However, this approach would only be considering a single part of the whole.
In both one’s personal life as well as in companies and organizations, there are circumstances in which needs and wants arise. However, for this exchange to take place there needs to be clear communication.
In its essence, communications are the use of messages to generate meaning and for this message to be received well, such content or information has to be precise, within a certain context, and transmitted through the right media.
In the general sense, the effective practice of communications allows for the reaching of a mutual understanding and the betterment of daily life interactions.
If we put ourselves in the shoes of the companies and organizations, communications promote the common interests of their members and influence them to take action. Therefore, success depends largely on the efficiency and effectivity of such communications, both the ones within and without.
In companies and organizations alike, an integrated marketing communication approach encourages cohesion and synchronicity among the various channels to reach consumers by sending out a unified and distinct message that consumers can easily remember and identify the company with.
We could then say that if an effective integrated marketing communications (IMC) strategy is taken, then this will help to appropriately define the core message for the intended audience using the correct media.
Essentially, the consistent message has been achieved but the focus is to consider the method of its distribution, which changes through the considered and selected platforms. Also, it is about considering how to tailor the message to fit the supported media channels.
Nowadays, practically every business is working on creating a new and attractive way to present its products and services in a way that focuses on the wants and needs of their clients.
Many studies have shown that of the companies or organizations that invest in design see a larger return on investment, whether it is to employ better processes, work on developing their business, products or services.
Upon examination it becomes clear that designing [a brochure] could be much more sophisticated and complex than it seems on the surface.
Not to mention that different people use the word ‘design’ in different contexts, therefore it gains different connotations.
Yet, the process of designing can vary between different projects as much as throughout different design fields.
Overall, all of these definitions are alike and have one objective in common: problem-solving.
Design is a creative process, and like every process there are phases where the goal is to reach a solution that meets the requirements.
The issues have to be analyzed and the requirements documented before designing, developing, and implementing a solution.
Consequently, the design in itself, as a product of said process, combines the assimilation of information, analysis, creative thought, and the ability to visually express the core message.
In an abstract way, one could say that a brochure is when a piece of paper ceases to be blank to become an adequate medium of communication to transmit the right message and reach the intended audience.
Designing an exemplary brochure happens when you imprint the heart and soul of your ideal so that it goes from being a simple solution to being the medium that represents your company or organization. For which it needs to attract, persuade, connect, spark an emotion, and invite the audience to live the unique experience that your brand has built in the market, your brand’s identity.
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The images used are for illustrative purposes only, and serve to narrate these post series. Any similitude with reality is mere coincidence. Images from Adobe Stock.
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