When my eldest daughter, Glee Marian, told me she wanted to take up Information Design in Ateneo, I was filled with some degree of apprehension, brought about by my lack of exposure in this new field. However, I stepped back, supported her choice, and continue to pray for her success. In this world of consumerism, where the advertiser can dictate the wants and standards of a huge and powerful purchasing sector of society, it is important to deliver information in the most efficient manner. Successful product marketing relies on being able to deliver the message in the shortest possible time, with the greatest impact and lasting recall.
Currently, the most useful advertising tools are print ads, TV commercials, billboards and radio announcements. However, one lasting tool that entrepreneurs are finally beginning to explore is employing building design to serve as the advertisement itself, wherein the structure can speak of the product and the enterprises within.
In information design, we find that aside from the meaning of the text itself, even the fonts they are printed in have their own distinct allusion. Italics seem to connote more dynamism than regular fonts. Bold letters, obviously, emit a stronger message. Similar principles can apply in building design. Structural shape and color can give a clue to the activities housed in the building. Furthermore, there are a limitless number of materials to choose from and each of those materials has its own subtle way of speaking the marketers’ message. This selling technique is even supported by the ideas of feng shui, wherein properly designing the structure and its contents can support, encourage, and promote the users and their activities. Metal translates to wealth, wood and greeneries to serenity and balance, fire to passion, earth to wellness, and water to communication. The proper use and mix of some or all these elements will create the atmosphere necessary for the place. For example, modern furniture sellers will do well to house their stores in modern-looking buildings. Businesses dealing with wellness and relaxation are more credible in soothing scenarios.
The benefits to having your building advertise your product are awesome. The new breed of information designers must be consulted and made part of the building design team. Their concept for the product they are promoting must be reflected in the building. Having a single unified concept for both the product and the building will create a driving synergy that will be advantageous in promoting and marketing it.
In information design, we find that aside from the meaning of the text itself, even the fonts they are printed in have their own distinct allusion. Italics seem to connote more dynamism than regular fonts. Bold letters, obviously, emit a stronger message. Similar principles can apply in building design. Structural shape and color can give a clue to the activities housed in the building. Furthermore, there are a limitless number of materials to choose from and each of those materials has its own subtle way of speaking the marketers’ message. This selling technique is even supported by the ideas of feng shui, wherein properly designing the structure and its contents can support, encourage, and promote the users and their activities. Metal translates to wealth, wood and greeneries to serenity and balance, fire to passion, earth to wellness, and water to communication. The proper use and mix of some or all these elements will create the atmosphere necessary for the place. For example, modern furniture sellers will do well to house their stores in modern-looking buildings. Businesses dealing with wellness and relaxation are more credible in soothing scenarios.
The benefits to having your building advertise your product are awesome. The new breed of information designers must be consulted and made part of the building design team. Their concept for the product they are promoting must be reflected in the building. Having a single unified concept for both the product and the building will create a driving synergy that will be advantageous in promoting and marketing it.
I look forward to working with information designers, like my daughter, with their creative and insightful ideas that will certainly help define the image and vision of a company for their product and their building.
No comments:
Post a Comment