THE WEEK IN DESIGN 15

Cliché and stereotype

As we've seen over the past few weeks, there are times when we should look at design already generated to make a success of the new brief.

Sometimes it's an established brand, which has been worked on over the duration of a story, but sometimes it's the use of an established motif; something which instantly communicates the generic subject to the viewer to set the story.

Whilst always searching for new ways to communicate and new treatments, we should not be afraid of treading a well worn path if it is appropriate.

Nothing says boy and girl like blue and pink and pastel shades play well for babies.  The communication in this design is instant in both subject and information detail.  What lifts this design is the treatment.  It is modern, fresh, clean and confident.  So many times, we could have taken the route of toys, building blocks, or maternity ward set-ups, but retaining the cleanliness whilst utilising the cliché, makes it feel like the new ethos of Sky News Design.

Nothing says tourism like a passport and utilising a single device to communicate this is a good idea.  This stereotype has been worked up in advance, so that it is available when relevant to a story.
However, in this instance, the Health aspect of the subject (Health Tourism) is missing.  It would have been very simple, to embed this in the solution; a medical cross watermark or icon on the front, GP paraphernalia on the table.  We should be mindful of communicating all aspects.

Is it a cliché to use a coffee cup for a coffee company story? Perhaps, but like caffeine, it's an instant hit, defining the subject immediately.  We could have been stylish (coffee beans); we could have used reality (in-shop, in-situ), but this design strips back and cleans up the solution, bold use of cut out, 3D and logo, colours from the subject brand (without diluting ours) and still manages to satisfy design ego with little touches like the coffee stain rings.  Beautiful.

As we've seen over the past weeks, nothing says spying quite like a Spooks-esque, tech screen.  Instant communication and this project is now available for other to manipulate for similar use.  It's so much on brand, that it could define future map output, but beds into the package extremely well.

So do not fear the cliché or the stereotype, but always look to the elements we can add and developments we can make to life beyond the norm and create ownership.

Incidentally, the origin of cliché and stereotype are similar: Cliché is the onomatopoeic sound of ink being applied to metal type; stereotype is the french word for a printing plate of movable type made into a single mould for an oft used phrase.

See; design leads everything.

CDE
C.