I love math because when it’s right, you know it’s right. There’s no guesswork involved. In school I knew when I aced an exam (and when I bombed) the moment I turned the test in. It seems counter-intuitive, but design is the same way. You can look at a design project and you just know if it is right or wrong. Apparently God wired our brains in this way. We would never notice how mathematically “right” the petals of a flower are, or the wings of a dragonfly, or the spiral of a nautilus, but somehow we just know . . . they’re right. Of course, you might see this as mathematicians ruining a perfectly simple bit of creation . . .
Retail giant Target is fighting back against a difficult economy by ramping up its spending. Specifically, on new labels, new signage, new advertising, new slogans, new logos, new web ads, new mailers, etc. (yes, all the stuff we love to do). An entirely new brand for its own brand of products, now called: Up & Up.
This is exciting. It demonstrates that the businesses who will survive the trials of a recession are those who are willing to do what it takes to get noticed and always stand out from the crowd.
Here’s a quote from John Quelch, found on “Working Knowledge,” the Harvard Business School blog:
“This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”
I quite like the direction Target has taken. I like the implication of “looking up,” the new tag lines, and the natural connection between the arrow and the original target.
The only thing I find difficult to understand is why Target didn’t come to us for help with this project. Onward and upward!
When we take time to pay attention to the natural beauty around us it’s hard not to be humbled by the creative genius behind it all. Have you ever wondered about the importance of the design?
It occurs to me that every animal, bird, insect, flower, and marketing manager has the same primary goal . . . to get noticed! Blending in among competitors is not an option. Every aspect of design has to be considered—color, contrast, position, size, shape, positive and negative space, light and shadow, movement, context, etc. And when we see a hummingbird, halfway along its 1,000-mile migration, stop for a nectar break, it’s clear the design of that flower made a difference.
Naturally, good design matters.