While scrolling through my social media feed, a promotional aid caught my attention. There will be a presentation on branding and marketing art and culture to be held at Lopez Museum and Library! And the museum has invited the following panelists:
- Spike Acosta (Senior Marketing Associate, Ayala Museum)
- Yael Buencamino (Managing Curator, Ateneo Art Gallery)
- Eric Ambata (Web, Digital, and Social Media, Lopez Museum and Library)
- Vince Africa and Reymart Cerin (Branding & Design Studio, The Public School Manila)
Looking at the list, how can I deprive myself from learning new things from these game changers?! Count me in! (No questions asked.) After waiting impatiently, October 3 finally arrived! I was even early for the event, probably due to my bursting anticipation.
And now, here are a couple things that I have learned from the different speakers.
First, design is a language. It is a way of conveying a thought, an emotion or an idea to an audience. And like how we convey our thoughts into words, there are many ways of communicating a particular idea. For the message to be efficiently and effectively relayed, design has to be precise.
The design should be streamlined to make an impression to the audience. And with the rampant distractions, design precision is immensely needed as there are many other things competing for the audience’s attention. In order to attract the undivided attention of the viewer, there are two things to consider: (1) the ‘what’ and (2) the ‘who’. As the designer/artist/art enthusiast, what message being shown should be clear. Also, who the target audience should be considered so that the approach will be appropriate. It would be highly ineffective for a designer to put a rainbow unicorn for a pharmaceutical ad. (Unless they are targeting people who wants to get high.)
Everyone is able to “speak” the “design language”. People look at the design, interact with it, make a decision based on their understanding and act upon the decision. And it is the designer’s job to make the communication between the design and the humans be seamless.
In order to effectively communicate an idea through a design, the design should catch the attention of the target audience and must interact with them It is the designer’s job to listen to the audience and make the design accessible to the audience by humanizing it. Design can be humanized by: (1) injecting humor, (2) having consistency and (3) engaging in conversation.
Another thing that makes the design effective is to know the context of what the design is about. Details in the design should be related to the subject. (Unless, you really want to confuse the audience.) During the design planning state, Google is the designer’s new best friend.
Lastly, a design should have substance. Even with all the multiple layers of prettiness placed by the designer on the work, it should still have meaning and still be relevant.
Materials Used for Lettering:
Berkeley Watercolor Pad
Brush Size 2