By Peter Cronin | Friday, October 4, 2019 | 1 Comment
Here at Cronin Creative, we employ a process we call “Clarity By Design” to every aspect of every branding challenge we encounter.
In brand messaging (the words) as well as design (the visuals), it’s really all about distillation, removing any element that doesn’t genuinely connect and contribute to the story you’re telling. If it doesn’t belong there, if it isn’t essential to the story you’re telling, it’s got to go. In an overcrowded, noisy marketplace, we default to anti-clutter.
It’s a painstaking process, and it can sometimes feel counterintuitive. There are times, for example, when a smaller typeface delivers a much more powerful impact than an all-caps, bold-type approach. The space around the type actually draws the viewer in and allows the message to breathe, to live, and be fully absorbed, all in just a few seconds. And when it comes to your messaging, less is almost always more.
My talented daughter and her fellow musicians recently designed a poster to promote their appearance at a local house party. Covered wall-to-wall by interlocking paisley and a collage of random images, it brought me back to my black-lit youth. The problem was, I couldn’t for the life of me make out the names of the bands or the venue in all that chaos. That approach may have worked fine in the psychedelic ’60s, but it’s a bad way to go with your branding here in the 21st century.
Clarity By Design encompasses all of the above. When your brand message is conveyed clearly, when the visuals on the page are designed with the clear intention of reinforcing that message and authentically impacting the viewer, that’s when Clarity By Design enhances your bottom line.