Appropriate treatment
When striving for consistency of brand and treatment, we should never ignore the emotive tone of the story.
Design can be an instant indicator to the happy/sad, serious/celebratory coefficient, so we should be mindful of the power we wield.
Take the two designs below. Generically in the category of 'children', the treatment differs greatly because of the tone of the story.
Stolen Children is communicating statistics of child abduction. Serious, sad, highly emotive and the gritty, slightly sinister nature of the treatment is wholly appropriate. There is a sense of
drama, without ever overstepping the mark and the family motif feels like an analogy for lost childhood.
Not that this isn't a serious story (the work/home life balance around maternity and paternity), but we are communicating details around a time of celebration and the child mural approach
feels wholly appropriate. It is warm and engaging, communicating a positive feeling from the start, but the detail is never lost.
From a design perspective, I'm a little perplexed by the decking at the bottom, but we can let that pass…
However, we need to be careful and prepared to be internally critical of ourselves.
For drink driving, I think we get away with it; just.
The design is communicative, clean, clear and crisp and the pure info graphic treatment always plays well with volume and scale.
It is beautifully achieved and stylistically just where we'd like to be.
However, the serious nature of this subject is trivialised a somewhat by the animation. It's a little quirky; slightly jocular even and we are in danger devaluing the message. Easing this back and
potentially muting the colours slightly would have made this excellent.
From both sides of the fence, we should be expressing the tone of the story and treatment idea at the point of commission and never take these things for granted.
CDE
C.
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