Design: Timeless

for Retail News Magazine 10/2022

Timeless Design Combines Practicality, Usefulness, and Functionality. Design That Only Meets Aesthetic Criteria Is Closer to Art or Decoration.

“Styles come and go. Good design is a language, not a style.”— Massimo Vignelli, designer

COMMUNICATION, PRESENTATION & SALES

At the core of a quality creative process is the act of asking questions and identifying key answers that express the essence of the product or service.

Basic elements and main principles form the framework of the entire effort—just as structural knowledge is essential for building a reliable and functional house.

• “What is it for?” defines the purpose,

• “What happens next?” defines the meaning—which is expressed through visual language.

AUDIENCE

When analyzing a product or service, we must also analyze its audience:

• What do they need?

• What do they want?

• Why do they want it?

• What will it bring them?

Understanding the current audience lays the groundwork for meeting not only their needs but also the needs of potential new customers.

The target group defines the narrative of our brand and its positioning—which is aligned with the audience’s search for meaning.

Typically, these are categories such as:

• Physiological needs

• Safety and security

• Belonging

• Recognition

• Self-actualization

RELATIONSHIP AND INTERACTION

Visual language serves as a tool for communication and interaction.

Both sides—the audience’s needs and the information being communicated—affect one another and form a mutual relationship.This bridge between them creates:

• Emotional and cognitive connections,

• New associations, and

• Ultimately, internalization, which leads to new attitudes and relationships.

The result? A “conversion”—i.e., the purchase of a product or service.

The strength of this connection is key to successful outcomes.

THE CRUCIAL ROLE OF A QUALITY BRIEF

Conversion is the goal of any commercial design.The questions asked and answered must be part of the initial brief.

Clients seeking customer attention are looking for:

• Solutions to problems, not just visually appealing outcomes.

Understanding the full mechanism of the product, service, or brand is essential to delivering a functional and successful solution.

This is followed by:

• Breaking down the big picture into key questions,

• Which generate core themes and focus points.

RECOGNITION, UNDERSTANDING, AND ACCEPTANCE

Before releasing any visual communication into the world, the final design solution must be carefully evaluated.

The design should:

• Clearly express the answers to core questions,

• Communicate the central message,

• Address innovation, utility, clarity, subtlety, and detail orientation.

Viewing design purely as an aesthetic exercise is ineffective in commercial contexts.

An objective approach helps bring the solution into broader applicability.Subjective design choices are rarely sustainable at scale.

That’s why we need:

• Analysis

• Research

• Assessment

• Evaluation

These are the core methods for identifying the most effective solutions.

Before launching your visual message or story:

• Test it with a group that can offer unbiased feedback,

• They may spot issues professionals overlook.

Test thoroughly.A quick glance at a visual, without critical questioning, can cost you a lot of money later.

And finally: If you're unsure, follow this golden rule:“If it's not a 100% YES, then it's a NO.”