Flat design, the view from my sun lounger, and the power of colour: tools to revitalise publishing design
https://platform.twitter.com/widgets.js So much of the imagery we see comes from our use of social media sites like Instagram, SnapChat and Pinterest. The “view from your sunlounger” epitomizes the “self-centred” style of photography that we see everywhere. And brands are constantly looking at ways to evolve their presence on these channels and “jump on the user created” content trends. https://platform.twitter.com/widgets.js Sophie O’Rourke, Director at eMC Design, and our host for the evening talked about the pervasive power of Instagram. She showcased some of the image trends emerging from the platform to help publishers re-think their Instagram strategy. https://platform.twitter.com/widgets.js While the rise and commercial/visual power of “influentials” on social media channels is staggering, there are some fundamentals of good design that aren’t given nearly enough attention. Karen Haller, a global authority in the field of Applied Colour Psychology, has over 20 years’ experience studying and working with colour. She works with corporate clients and individual designers to show how psychology informs design and brand identity. Colour is such a fundamentally powerful part of visual design: brands use it to emotionally connect with their customers. Why? Because up to 85% of our purchasing decisions are based on colour alone, but we are only 20% conscious of the colour choices we make. And yet so little time is devoted to it in design training. Haller provided a framework for us all (from marketing to editorial, design and production) to use colour to create a positive emotional connection to our books, authors and brands. 1. Context: what is the age, gender and cultural background of the consumer? 2. Personality: genre, purpose and intention are key. 3. Experience and behaviour: what experience do you want to evoke, how do you want the reader to think, feel and behave? 4. Select specific tones of colour: reflecting all of the above, taking into consideration chromatic intensity. 5. Create the tonal colour palette: colours have visual tonal relationship, taking into consideration proportion and placement, to make that positive emotional connection. She closed with a call to consider colour first: it shouldn’t be an afterthought once design has commenced, but an integral part of the strategic planning. https://platform.twitter.com/widgets.js There is so much more to design than meets the eye, and in an age of digitally infused design styles, user generated content, people-powered recommendations, and a sophisticated audience who get to tweak their own visuals, being aware of all these trends is crucial to finding clear, compelling and stunning design for publishing.
Positives of flat design: 1) simplicity, ease of navigation 2) flexible grids for diff devices 3) high-impact visual aesthetic 4) integrate type, colour, graphics, imagery, animation and illustration – beautiful curated. #BookMachine #graphicdesign pic.twitter.com/h424TwFcyb— Head & Heart (@HeadHeartBooks) June 20, 2018