Good editorial design is about creatively combining typography with visual elements. Readers should delight in the photos and illustrations, while at the same time the page must have a unifying visual rhythm and proper readability. As with a good song, the music is the visual aspect, the lyrics are the typography. You feel the beat in your bones; you may not remember the melody, but you want to hear it again. Gradually you feel the rhythm and interpret the lyrics. You can listen to that song again and again and still discover nuances and small surprises along the way.
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From our experience with packaging design, we know that the item should be made as distinct as possible. The product should be positioned clearly in relation to its category and target group. When the item is presented in the shop, it needs “shelf impact” – the ability to grab attention, win the consumer’s trust, and earn the status of his or her preferred product.
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Visual identity is communicated through typography, colours, photo style, message, text, layout and more. Our job is to ensure that the public always perceives and identifies the idea behind the identity. An identity needs to be spacious, so it can accommodate subdued as well as explosive communication tasks. It must also be flexible enough to incorporate changes brought about by new trends. We view identities as living organisms that need nurturing over time.
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Interactive media offer customers unique possibilities to communicate to and with their target groups, virtually independent of time and space. Higher bandwidths and processing power are continually stretching the boundaries, and only a genuine desire to follow new developments will result in getting the most out of the latest technologies. We have a true fascination for technology and innovation – yet we never lose sight of the constants: strong interactive solutions require good graphic design that communicates and provides the best possible user experience.
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