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.
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.
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