Have you ever wondered why some people are more persuasive than others? Why some people can get others to do what they want, while others struggle to get their message across?
I think it is because they know the secret to persuasive communication. They know the power of the word “because.” When we hear the word “because,” our brains expect to hear a reason, and we are more likely to comply with the request or a directive as a result. This is because our brains are wired to seek out justifications for actions. So whether you’re asking for a favor, making a request, or trying to persuade someone to see things your way, use the word “because”. It can make a big difference! Here’s some old research from Harvard (conducted by Ellen Langer in 1978) to back me up: www.psychologytoday.com The Norwegian artist Ottar Helge Johannessen turned me into a type nerd! His passion for various typefaces and what they communicate has stayed with me ever since he taught me art when I was 18 years old.
This post is about fonts and typefaces but before I get going, as it's St. Patrick's Day tomorrow, I'd like to share the Winner of the 2023 Oscar for Best Live-Action Short Film. Because it is beautiful. And Irish. An Irish Goodbye is a black comedy about the reunion of estranged brothers Turlough and Lorcan following the untimely death of their mother. Written and Directed by Tom Berkeley and Ross White. I hope you'll click the link and find twenty minutes to enjoy it! Now...... The use of fonts and typefaces in logo design is an important aspect of creating a brand identity. It helps to communicate what the business is about. Different fonts and typefaces can evoke various emotions, convey different messages and can ultimately impact how people perceive a brand. A typeface is defined by a particular set of characteristics. Most modern typefaces fall under one of two categories: Serif or Sans-serif. Rules are meant to be broken and that goes for typography as well. However, when working with visual communications, the psychology of ‘Serif versus Sans-serif’ has to be considered. It just does. Serif typefaces, with its small lines or flourishes, are commonly used in traditional and conservative industries such as law and finance. They convey a sense of formality and authority. For example, the logo for the Irish Times uses a serif font, which reinforces the publication’s long-standing reputation for serious journalism. Sans-serif typefaces are clean and has simple lines, these typefaces set a contemporary tone. It is a popular choice for companies in the tech and finance industries. One example of a company that uses a sans-serif (Helvetica) in its logo is Microsoft. Then there’s handwritten typefaces, script typefaces, decorative typefaces, etc, etc, etc, not to mention all kind of variations of the typeface, such as bold, light and italic. This is the definition of a font; it’s a size and weight within the typeface style. Despite having worked on some big-budget branding projects, I have never had the chance to develop a custom made typeface for a brand. But others have. The Airbnb logo is a perfect example. Their font is called “Cereal.” It’s playful, modern, and it reflects the company’s core values of community, inclusivity, and creativity. If you have [another] 14 minutes to spare (or less if you watch at faster speed), check out this TED Talk. It’s called ‘How a typeface helped launch Apollo’. It's a fun-facted history of typography, where designer Douglas Thomas shares Futura’s role in launching the Apollo 11 spacecraft. And how it became one of the most used fonts in the world. Happy St. Patrick's Day all! I asked ChatDPT to write an article about symbols and the meaning of symbols. And visual communication. Blimey. It took less than a minute for it to do so. I also got DALL-E 2 to generate a visual to go with it. I guess my brief was rubbish because the 3 results I got certainly were. Thankfully! I am in a bit of a shock though. That I got a computer to write my e-zine. In seconds! Might be my age but I am slightly horrified by this. But also exited! Surely this is as big a deal as introducing us to the world wide web and smartphones? But then again, I guess portrait painters were frightened when the camera was invented? And we still have the radio going strong despite the telly, YouTube and podcasts... Well here goes. Here’s the article that took less time for ChatDPT to write than it took for me to read it! Symbols and the Meaning of Symbols: Visual Communication
Symbols are a fundamental part of human communication, serving as a visual representation of ideas, emotions, and concepts. From ancient cave paintings to modern-day logos, symbols have been used to convey messages and connect people across cultures, languages, and time. In this article, we will explore the meaning of symbols and their role in visual communication. The Power of Visual Communication Visual communication is a powerful tool that has the ability to convey complex ideas and emotions in a single image. Unlike written or spoken language, visual communication relies on the use of symbols, colors, and images to communicate messages. This form of communication is especially useful when the message is culturally or linguistically diverse. Symbols as Universal Language One of the greatest strengths of visual communication is the use of symbols, which can be understood regardless of language or cultural background. For example, the red cross is a universal symbol for medical aid, and the green and yellow circles on a traffic light represent “go” and “stop” respectively. These symbols are instantly recognizable and can be understood by people from all over the world, making visual communication a universal language. The Importance of Context It’s important to note that the meaning of symbols can change depending on the context in which they are used. For example, a red cross may represent medical aid in one context, but it may represent a pirate flag in another. Therefore, it’s crucial to consider the context in which a symbol is used when interpreting its meaning. Symbols as Cultural Signifiers In addition to their universal meanings, symbols can also have cultural significance. For example, the eagle is a symbol of freedom and strength in the United States, while the dragon is a symbol of power and prosperity in Chinese culture. These cultural symbols reflect the values, beliefs, and traditions of a particular society and can play an important role in shaping cultural identity. The Evolution of Symbols Symbols are not static, and their meanings can change over time. For example, the swastika was once a symbol of good fortune and peace in Hindu and Buddhist cultures, but it has since become associated with the Nazi regime in Germany. The meanings of symbols are constantly evolving, reflecting the changing values and beliefs of societies. Conclusion In conclusion, symbols are an essential part of visual communication, serving as a universal language that can convey complex ideas and emotions in a single image. From universal symbols to cultural signifiers, symbols play a crucial role in shaping our understanding of the world around us. Whether they are used to convey a simple message or to reflect the values and beliefs of a particular culture, symbols are a powerful tool in the visual communication of ideas and emotions. _______________ Well, what do you think? Did ChatDPT impress you too? The above image to the left was designed by DALL-E 2 and the one to the right was designed by me. It doesn't look like I have to worry about my profession just yet. Or maybe I do? Before my job as a brand identity designer begins I need to get all relevant information about your business. We need to establish a clear objective and the best way to go about this is to write a Creative Brief.
This is a communication tool that outlines a project’s requirements, expectations and resources. It helps ensure that everyone involved in a project are on the same page. To make writing this brief easier, here's a questionnaire: Information about your business/service/product
USP
Objective A straightforward plan is required to know what you hope to do and how you plan on doing it. Why do you need our help? How will you measure success?
Target audience Mindset that unites the complete target audience. If possible, try to describe a person you know.
Competitors and business challenges Understanding what the competition can offer will provide a clearer picture of where your product or service stands in the market.
Tone of voice and Brand personality Communicating with a consistent tone of voice can build trust, authority and likability. It adds an extra dimension of personality to your communications and helps to embody your brand’s values.
Vision and Brand ambition
Mission
If we were to sum all this up in a Tagline
How does your brand’s image fall between these opposing characteristics?
What colors represent your brand? What words would you use to describe your brand’s image? What attributes and/or emotions do you want associated with your brand.... .... and what attributes and/or emotions would you NOT want associated with your brand? Brands are mostly about storytelling. Do you have a brand? If so: What’s the story of your brand? Budget A ballpark idea of budget sets the parameters for how much time we have to work with. Are other resources required? Schedule This schedule should include design presentations, client feedback, content delivery and approval dates. Practical considerations and additional information List all elements that need to be included. Are there restrictions of any kind, like certain colours that can’t be used etc? I know, there's quite a lot of questions here.... See how you go and contact me if you'd like some help with it. I listen. I learn. I question. And when we have agreed this creative brief, then I create. The more work we put into this part of the project, the more likely we are to get it right! Let's get started! Here's to creating a brand for your business that captures your customer's attention. How did this happen? We’re almost at the end of September and I haven’t written a blog post in ages... Sure there’s been a lot going on but that’s normal, so why has it taken me until now to sit down and write and what’s worse; no topic comes to mind! What, what, what to write about with all the noise already out there?
Hmmmmmmm, okay, do you know about the magic that is TK? TK is a great tool for writers. It’s an editing mark that stands for 'to come' and it indicates that information will be inserted later. It lets you sustain your momentum while writing. You’re in the flow and the last think you want is to waste time adding details. That’s work for a 'slow day'. The purpose of TK is that there is only one or two proper words in the English language that contain these two letters juxtaposed in this way, making it easy to search your written work in order to fill the missing gaps before you share your work. Ever since I started using computers I have loved the ‘undo’ button. And there’s been plenty of times I wished I could use this ‘undo’ in real life too. Well I can’t. Nor can you. But at least there’s TK. “Do not stop and wait for everything to be perfect before you proceed.” That is the magic of TK. And that’s how I ended up posting this! The Global Greening began in 2010 when the Sydney Opera House and the Sky Tower in Auckland went green. Last year almost 700 iconic landmarks in over 60 countries partook. This year, I hope to see all these buildings in blue and yellow instead.
I do not in any way mean to be flippant about this but as words do not seem to register with Putin, perhaps if he got a glimpse of the whole wide world in the Ukrainian (украї́нська мо́ва) colours, there could be some hope? Naive I might be.... but here’s the biggest BEST OF LUCK to all involved with making this happen! Brand Ireland More than 70 million people around the world claim links to Ireland but St. Patrick himself wasn’t even Irish! He was thought to have come from either Wales or Scotland, where he was abducted at the age of 16 and brought to Northern Ireland as a slave to herd sheep. But as he escaped, he had a vision and returned to Ireland to spread the word of Christianity. He remained in Ireland for the rest of his life, preaching, baptising and building churches. Thanks to an Irish Franciscan friar from Waterford named Luke Wadding (born in 1558) who invented St. Patrick’s Day we now celebrate St. Patrick’s Day to mark St. Patrick’s death (in 461 in County Down). Celebrating? It’s not easy to get into a festivities mode at the moment but browsing this site might help? https://stpatricksfestival.ie Whatever you get up to...... Here’s wishing you all a very good St. Patrick’s Day. How you communicate your marketing message is referred to as the tone of voice you use. The words you use on your website, on your products and in your documentation and marketing collateral literally define how people perceive your business.
In other words, writing is branding and your tone of voice guidelines are as important as the logo and typeface you choose. Finding your tone of voice starts with understanding who your audience is and choosing the right language to reach them. It might be professional, casual, or even funny, but in order to establish an emotional connection that will lead to your audience trusting you and buying from you, you have to communicate in a way that they will believe. This is not to say that you should just go ahead and copy what has been done before in your sector. Not at all. Brands that break the rules are the ones that people remember. It may seem a risky strategy to find your own unique voice, but surely it’s not any riskier than being ignored? So, how to go about defining the right Tone of Voice for your business? You should think about a range of words that best suit your brand; assessing the personality of your business, as if it were a person, just as you may define a certain friend as ‘witty’ or a colleague as ‘enthusiastic’. Use as many descriptors as you wish, but three is usually the magic number to help you stay focused. It often helps to combine what a brand is with what it is not. (Professional but not dry and corporate. Casual, but not lazy and messy.) Vocabulary is simply a choice of words, so you must ascertain what type of words can and can’t be used within your tone of voice so that your content embodies the ‘personality’ of the business. What kinds of words are definitely required and which words are forbidden? Keep it honest, consistent and accurate. When you feel you have nailed it, read your words out loud: • Does it feel right for the brand? • Does it support the brand values? • Does it fit with the ‘natural’ voice of the business? • Will it engage and motivate employees and customers alike? • Will it help build trust? • Will it differentiate us from the competition? When you have found the right words you need to define a writing style. Keep in mind who you will be writing for. If it’s for other businesses, you may want to use a professional-yet-approachable tone, whereas if you’re writing directly to a customer you may desire a fun-and-exciting voice. One way to go about it is to emulate an existing publication. What does your audience read? The Financial Times? The Sun? Novels? Use a spectrum to get an idea of where you want to sit. From humorous to serious, formal to casual, or inspirational to straightforward. While not appropriate in every situation, you’ll be surprised at how frequently a story can replace mundane text. Storytelling allows you to present information to your customers that resonates with them on an emotional level. Read my short blog on storytelling here. Go through examples of what hits the mark, and be thorough with editing and proof-reading. Ideally get someone else to proof read it too. And, as with everything related to branding, make sure to choose a tone of voice that you can keep consistent across every single marketing channel. I don’t know about you but I seem to have this constant feeling of eco-guilt. My two teenagers remind me constantly that my generation have a lot to answer for. It’s not a great feeling at all, but they are right. However, instead of panicking, I have committed to new and more eco-friendly habits.
Here’s the most office related ones. I am sure you are doing most of this already, but I reckon we can all do with a little reminder every now and again... How to make your office more sustainable. Get on your bike. A lot of us have been working at home since the pandemic but if you are back to commuting and if at all possible, especially now in the summer with less heavy rain, try cycling. Not only is it good for the environment, it is great exercise as well. Rethink your printing habits. Print as little as possible! If printing is unavoidable, set photocopiers and printers to single copies and print double-sided. Use recycled eco-paper and eco-conscious ink cartridges. Ditch Google. I have been using a search engine called Ecosia for several years and with each click I make I help them to plant trees. Another one I just heard about is called Panda Search and they are all about protecting the rainforest. Google receives billions of search queries every single day so they can do without your business. Go for the All-in-one. Choose multi-functional devices, such as all-in-one printers that can print, copy and scan documents. Such devices use much less energy than individual machines and if it has an energy saving setting, make sure it’s active. Look for energy-saving certifications when purchasing new equipment. Re-consider how you buy stuff. Minimise the number of small, inefficient orders you place. This cuts back on excess packaging and transport emissions and it also saves you time. Buy eco-conscious products or even better: Buy second-hand. Most refurbished electronics comes with at least a one-year warranty after purchase. As for furniture, your office would look funky with a pre-loved chair, desk or both. Drink tap water. I think we all know at this stage that plastic bottles is a total no-no. But if you are not a fan of water straight from the tap, despite the fact that it is tested for more harmful substances than fancy mineral and spring water, invest in a filter jug or a soda stream. Switch off. Try to use natural daylight as much as possible. My computer automatically goes to sleep when I’m away from my desk which helps a bit. However, because computers left on standby still consume more power as when in use, it should ideally be shut down properly when you’re done for the day. And don’t forget to turn off the lights. All of them. Refill and Recycle. If you use refills you will dramatically reduce your office’s carbon footprint. Refillable pens, refillable inks, refillable soap.... Rethink what you can reuse. And when you need to dispose of stuff, of course you’ll recycle as much as possible. Whatever we can do to ease the strain on landfills, let’s do it! What am I saying?
What do you think I am saying? What do you hear? What do you think you hear? What is actually being said? Most of us spend large parts of our days communicating. And we’ve done so since the day we were born. But no matter how old we get, and no matter how skilful we get at many different things in life, communication is one skill that most of us never seem to master all that well. Whether it is communication with your target market, your boss or your friends and family, here’s a few tips to make it easier to communicate in the most effective way possible. The 10 Cs of communication 1. Clear When writing or speaking to someone, be clear about what you want to communicate. Make sure that it’s easy for your audience to understand your meaning so they don’t have to make assumptions on their own. 2. Concise When you’re concise in your communication, you stick to the point and you keep it brief. Your audience doesn’t want to hear or read several sentences when you could communicate your message in one. 3. Complete In a complete message, the audience has everything they need to be informed. All relevant information, like names, dates, times, locations, etc. need to be included. 4. Coherent When your communication is coherent, it’s logical. All points are connected and relevant to the main topic, and the tone and flow of the text is consistent. 5. Correct Your communication needs to be tailored to your audience. All technical terms need to fit your audience’s level of education or knowledge. In writing, make sure there’s no grammatical errors and that all names and titles are spelled correctly. 6. Concrete When your message is concrete, then your audience has a clear picture of what you’re telling them. There are details, but not too many, and there’s a clear focus. 7. Courteous You communication needs to be friendly, open, and honest and you should always try to keep your audience’s viewpoint in mind. 8. Credible Your message should highlight your credibility. This is especially important when communicating with an audience that doesn’t know much about you. 9. Creative These tips are not about storytelling but you should still keep your audience engaged by talking or writing in such a way that they want to hear and understand what you want to communicate. 10. Confidence Check Never take for granted that your audience gets your message. Just because you know what you’re saying doesn’t mean that your audience will understand you.... So.... Did I master number 9? Did you make it 'till the end...? Times change, consumer interests change, culture changes, businesses change, and your brand will at some stage have to change too.
If you look closely at logos for the likes of Coke or Google you will see that they keep refreshing their image. It might just be subtle tweaks but it happens surprisingly often. Old Spice didn’t change its logo, it changed the experience. To catch up with the changing market who found them rather stale (they have been around since 1937), they completed a full rebrand with new packaging, clever ads and smart use of social media. In only one short year following the rebrand, their sales increased by more than 100%. A successful rebranding involves overhauling a company’s goals, message and culture. Sometimes it involves changing a name. And most often it involves changing a logo. What does your brand need? Your brand identity looks old and outdated. If you have a well-established brand you need to do a proper audience research first. You might find people love your classic brand and a subtle tweak will do the job. Your business is looking to attract a new group of people. Your brand should always speak to the people you are trying to reach, and if your branding is not primed to help you connect with the target audience you are after, then rebranding can be the solution. Your brand has become too complicated. As a business grows it usually develops or acquire various products and services. A new business might start off as one thing, but over the course of time it could have transformed into something else. Transform this confused brand clutter into a unified brand. Your customers have started to look elsewhere. If your business has lost touch with what is important to your audience, rebranding might be what you need, to make it wanted and understood again. Your business is expanding internationally. Rebrand to adapt your brand to fit different languages if your brand name is not appealing to cultures worldwide. Your brand doesn’t fit the ‘online’ world. If your brand was developed before the ‘digital’ age you might need to simplify your logo and branding elements to make it work as well on screens as it does on printed materials. Your brand identity was done in a rush. Often newly established companies throw together a logo and some short-sighted branding elements just to get started. Sometimes it works. Most often it doesn’t. Your brand identity looks rather similar to your competitors. Your brand identity must represent your business and be easily identified with your industry but if it has become a “me too” version of your competitor, rebrand to claim your space again. Your business has merged or acquired. The way your business is perceived by those it serves should always align with the way it operates behind the scenes. People want to align themselves with brands whose values they share. When two independent brands come together it might need a rebrand to agree on the values they share. Your branding doesn’t accurately tell your brand story. Your branding should allow your customers to easily identify what your business is about. Does it? There are other reasons why businesses rebrand. New management who wants to make their mark, the need to cover up for bad press, or perhaps you’re simply bored of your own logo because you see it every day? Unless the whole business model is changed, do not consider it. People see through cover ups and nobody will ever see your logo as often as you do, regardless of how much you spend on promoting your business. Successful branding takes on average 2 to 3 years to become fully established, so stay true to your brand and give it chance to grow. |
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