|
return
to editorial news index
Nice
design, but what is it saying?
Living
in an age of immaculate design, everywhere we look we see complex
images digitally sculpted to create specific moods. But all too
often, the words accompanying the imagery we see are clumsy or unintelligible.
The result is confusion.
If
any business communication intends to persuade a viewer or reader
to take a specific action, it will only succeed if the person can
understand the message it contains.
In
reality, the words conveying a message often come a very poor second
to the visual imagery - the reason why writers, editors and proofreaders
are often called in as an afterthought to save a project, rather
than at the beginning where they can ensure success from the start.
The
way of thinking that if it looks good, it will communicate effectively
is wrong.
It
is true that sometimes images alone can communicate a message effectively
without the need for any words. Conversely, words are equally powerful
and can often communicate without the need for images.
What
is important is to apply the same level of consideration to both
words and images.
Recently,
a potential business associate presented a portfolio with some very
effective graphics, but with an advert - which had been published
- containing a glaring spelling mistake.
What
do I remember? Actually, I can remember very little of the images
in the portfolio, even though they had been produced with considerable
effort and talent. What I do remember is the spelling mistake.
This
small, but potent error wiped out everything that the imagery sought
to create.
Before
starting to produce any communication, ask yourself these three
questions:
- what
do I want to say?
- who
do I want to say it to?
- how
do I want them to respond?
Depending
on your answers, make sure you use the appropriate expertise - either
your own or provided by skilled professional - to create communications
which achieve the objectives identified by your answers.
Perhaps
it will be a copywriter, perhaps a designer, or both - or perhaps
your business has all it needs in-house.
And
when you have created a stunning piece of work, check it before
publication or distribution. Either employ a proofreader or run
it past someone without any involvement in its production.
It
is better to look foolish at this stage than to waste money producing
a flawed communication which has to be re-worked or, even worse,
make your business or a client's look bad in public.
With
just a little thought and care, and careful checking, your communications
can look good, read well and work like magic.
return
to editorial news index
|
