design analysis and framework
the concept of decorum
“decorum” is a ancient communication principle which describes the appropriateness of a message for its intended purpose and context
Given the example, Peak-B and Peak-C might be a well established design stereotype or cliché. Out of fear of missing the right tone with the audience, these stereotypes are not challenged.
By exploring the whole solution space we may find an even better fitting global maximum: Peak-A.
Case: University Branding
Advantage of the analysis
- faster and more comprehensive competitor analysis
- Precise starting points for positioning
- faster development of mood boards
- designs with better target audience relevance
challenges of design
Design must convey content in the right way. The choice of visual expression is constantly influenced by cultural, social and technological change ❶. At the same time, design must meet the values and expectations of the target group, which are also changing ❷.
The visual argument must therefore be right from two sides – it must be currently coherent – and it must be perceived as accurate by the target group.