THE WEEK IN DESIGN 24

Beautifully simple

Our visual language has now developed to such a stage that we can design with beautiful simplicity.  A quick look at any latest 'digital' offering, iOS7, Windows 8 search, shows that the world is more accepting 

of a graphic treatment.  This move away from skeuomorphism as previously popularised by the Apple/Dieter Rams era, allows information design and data visualisation to be our focus.

However, as with any flexible brand, there is a sliding scale of how graphic/real we should be.

The pure digital nature of Google's product and identity lends itself to the cleanest end of the spectrum.  As we've seen in previous weeks, when we design in a way which fits our brand, but indicates the subject, 

we have success on two fronts.  The manipulation of the Google identity, embedding information within it, reinforces the connection to the subject.  With Google's penchant for 'doodles' the quirky nature of the 

design is a perfect fit.

Google animation

The stark simplicity of Lying Managers, echoes corporate brochure design and stock business imagery.  Without belittling the subject, the clever use of speech bubbles forms a direct correlation between 

what people say and the statistics.

The first change in approach is apparent with Device Prices.  When dealing with physical objects, we are best served by showing them.  However, by building these in a 3D environment (rather than filming in situ),

We are better able to control lighting, design and treatment, so that information does not suffer.

Pilot Tiredness is a very interesting one.  We could easily have designed this around In-flight safety cards, transit signage or airline tickets, and the design would have been beautiful.However, a serious subject 

such as this, requires instant communication and for us to steer away from any form of trivialisation.  Aircraft + text does this immediately and though it comes almost all the way to reality, it stays within our brand.

As a composition, it's beautiful.

Lots of debate on the Gaming design this week.  A hugely planned and meticulously thought out piece, it never the less drew raised eyebrows in terms of brand ethos.  Subjectivity will always play a strong part in 

any creative critique and this should be encouraged.  Only by debating relative merits can we value check and evolve.

My personal take, is that there will always be a place for treatment beyond the norm.  Where a high-end conceit can be justified on the merits of the story or the impact which it achieves, we should embrace it wholeheartedly, but that doesn't mean we shouldn't question.

I love this design as it represents the online games my 5 year old plays – harking back to the 8-bit of my youth without going too far.  If I'm being critical, I would have placed greater emphasis on the information, which is a little lost and kept the sequence full frame out of the device – if the premise translates, then it doesn't need it.

Gaming animation

THE WEEK IN DESIGN 23

MUMSNET POLL

Effort where Effort is Due

Whenever resource is squeezed, we should be mindful of where we allocate resource.  Prioritisation is key, but we must accept we work in a Breaking News organisation

and as a result we can be charged with working on solutions for numerous stories even when we are restricted.

It is therefore imperative that we put the effort into the highest priority output, or, crucially, where we can make the best visual impact.

Equally therefore, where resource is limited, we must ensure we keep any graphic solutions, simple and clear, with the emphasis on communication.

I can't honestly say whether this was a high editorial priority, but it was certainly an opportunity for visual impact.  The Supporting the Blind design was 

an exceptionally successful translation of  traditional idea: contain the information within the eye test chart.  On first impression, it may appear a little disingenuous, 

but of course many individuals who are registered as blind do have some residual vision which can be tested.

The pull-focus treatment, along with an elegant camera move makes for a very beautiful design; well worth the effort.

SUPPORTING THE BLIND

As a simple solution, I'm pleased the design for the Mumsnet poll chose to ignore the route of designing in their online brand (this approach had been discussed), 

as the story had nothing to do with them as a brand.  We should be mindful of this in the future, when designing Twitter, Facebook and YouTube graphics – are they the story?

Instead, it concentrated on communicating the poll data and breaks this down very successfully and simply:

• Who are we talking about
• What are the headline figures
• What are people saying

For Syria Chemical Weapons, again there was a very simple premise: utilise the points of the star within the flag as indicators for the points to be illustrated.  

This allowed for communication of the idea that there were many points to be followed without compromising legibility.  It's nice to se a relevant graphic approach 

where we could easily have been drawn to a more convoluted or image based solution.

As always, not everything was so successful this week…

Quite often recently, when time has been tight of resources stretched, we are drawn into unsuccessful solutions.

For School Uniforms, this should really have ben nothing more than a very simple template graphic.  There is a slight ambition to directly relate the information with 

the imagery, but broadly this fails.  Had there been time and ambition, this would have made a very stylish infographic in illustrated style – 

a Jackie Magazine style 'cut-out and dress 'em up' would have worked well, though I'm assured workload and ambition did not warrant it.

The result is unsuccessful.  Text over faces, no text in free space, information hard to read, messy and convoluted.

We need to be careful that work such as this, generated quickly does not come to define our output.  If we're generating one of these for every three of the successful 

solutions above, that's still too much.  We must communicate better, prioritise more vigorously and accept a more limited solution, so that effort can be best utilised.

Thanks

Chyaz

THE WEEK IN DESIGN 22

Specials

In design terms (as with editorial), there is a unique challenge in outputting a 'single day special'.
How do we  create bespoke and exclusive treatment whilst retaining strength of brand?

The key is to play to our brand strengths.  As our visual identity is flexible and not restrictive, we are able to use core assets in different ways.
We retain a clean crisp design ethos, utilise our colours and keep the information strong, but by manipulating these elements to fit with the subject brand,
we make the output feel exclusive.

Special output such as State of Emergency at the weekend, will always be driven by the coverage and the data, so in this regard relies heavily on 'Digital Companions' - the arena
where we provide added value through mobile and tablet.

The key challenge here is to be even more consistent than we would be ordinarily – retaining the same brand assets, using them in the same way, outputting exactly the same
designs across all devices.  This requires consideration of all platforms and the time of brand generation.

We are on an automatic winner using hospital transit signage for this brand – this is design for easy translation of information in a clean space and is instantly recognisable.

As an editorial/design challenge it's been interesting to see how data and questions require manipulation, so that they are communicated easily without confusing or skewing the results.

Starting with the sting, here are some examples of our weekend output.

State of Emergency sting

CDE
C.

THE WEEK IN DESIGN 21

Starting with inspiration this week and remembering that creativity is not just about design.

A lesson in how to think and promote from our partners at Sky News Arabia.  Would this work over here?

Sky News Arabia Stunt

Clearly scheduling and tone are all important, but for the right market at the right time, it's a great way to emphasise the everywhere message.



To this weeks work and yet again we are demonstrating strength in brand.

Design generated in the style of the Ask.fm site, the fortunate similarities in brand colours benefit both ownership and storytelling. A clip of the sequence can be found here Ask.fm gfx

As above, the success of the Wonga graphic is in the merge of brands.  Utilising the Wonga sliders as animation tags is inspired, but the real success here is how clean, clear and crisp the information is.

As with last weeks Cancer drugs, the elegant use of 3D, depth and signature animation in Hospital Food was exceptionally successful.  We should pay particular attention to the way in which assets animate.  It is an oft ignored area but when you consider the way in which we film things (and, crucially, ways in which we would never shoot), then we have a whole new area we can own as part of our brand.  Dynamism and subtlety have their parts to play.  We should ensure we are relevant in our use of camera, whether real or virtual. The clip can be viewed here Hospital Food Gfx



Thanks
C.