Why Your Design Isn't Working: The Main Mistake
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The topic of this video is "Visuality, Creativity, and Communication, or the Secret of Truly Working Design." What do I mean by "working"? In marketing theory, working is the ability of graphic design to convey a message with maximum precision and encourage the consumer to take a targeted action. How to design a truly working design and how to test its effectiveness is the topic of today's discussion.
Why is it that design, for it to work and encourage action, needs more than just being aesthetically pleasing and informative? Why does it sometimes go unnoticed, even when done professionally?
The answer is actually obvious: your viewer is tired. We live in an age of information overload. The world constantly screams at us: "Buy! Subscribe! "Want this or that!" And our brain, to avoid going crazy, filters itself. It literally filters out 95% of all information, even useful ones! As a result, your seemingly professional design may simply not register in the mind. It will simply go unnoticed.
So what to do? Shout louder?...
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