Everything about a play affects
your experience and your reaction to it.
The lighting in the lobby. The
comfortableness of the seats. The
accompanying music. The projection of
sound. The costumes on the actors.
The sets on the stage.
When done well, set design enhances
the story being told. Its presence is
appreciated but almost unnoticed.
Nothing seems out of place. You
feel like those props are supposed to be there.
Overdone, however, and audience members
not only notice the ridiculously large lamp in the corner, but they are also
distracted by it. Instead of focusing on
the actors and the story they’re conveying, the audience is staring at the
lamp, wondering what it’s doing there, what it has to do with the story, and
how the theater got it to glow so brightly.
The lamp detracts from the experience.
Like theater sets, graphic elements
in marketing create a mood and an atmosphere.
They should maintain the style and tone of the marketing piece and your
organization. They should support the
“location” of your story with images of the “characters” affected by your
products or services. They should
visually tell the story you’ve written--not serve as a glaring, irrelevant,
“look at me” gimmick.
Whether you choose a marketing design
that’s minimalistic or full, it should be natural to the content. It should move the story--your pitch and
offer--along. When they do, that’s when
you create the desired reaction. That’s
when you get your encore.
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