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99 Skills of 21st Century Market Place : Week 29

Updated: Dec 19, 2023

Week 29 of the 99 Skills of the 21st Century Marketplace is Here! This week we focus on three critical Graphic Designing Skills: Visual Communication, Motion Design & Print Design. These are fundamental for enhancing effective communication, professional versatility, brand representation & career advancement. Let us delve into strategies, techniques, and exercises to develop and enhance these Graphic Designing skills. These qualities are essential for individuals, empowering them to communicate effectively across various mediums, adapt to diverse industry needs, and contribute meaningfully to creative projects and business objectives. Join us as we explore these vital graphic designing skills and share your thoughts on the 99 Skills because the 100th is You!

85. Visual Communication

A Quote:

A picture is worth a thousand words.” - Napoleon Bonaparte

A Definition: Visual communication is the practice of conveying information, ideas, or messages through visual elements like images, graphics, and design, to engage and inform an audience quickly and effectively.

An Example:

Nike's "Dream Crazy" campaign, launched in September 2018 as part of the brand's 30th-anniversary celebration of the "Just Do It" slogan, prominently featured Colin Kaepernick, the NFL quarterback known for his protest against racial inequality and police brutality by kneeling during the national anthem. The campaign's focal point was a compelling video ad narrated by Kaepernick, showcasing a series of inspirational visuals centered around sports. The ad highlighted athletes from diverse backgrounds, emphasizing their resilience and determination in overcoming obstacles, encouraging viewers to dream big.

The ad incorporated impactful visual elements, utilizing close-ups of athletes' faces, victorious and challenging moments in sports, and athletes breaking barriers, effectively conveying emotions and perseverance. Nike's decision to feature Kaepernick, a polarizing figure due to his activism, sparked widespread attention and controversy. The campaign's tagline, "Believe in Something. Even if it means sacrificing everything," reinforced Nike's support for athletes advocating for their beliefs, focusing on values rather than solely promoting products.

The "Dream Crazy" campaign generated extensive media coverage and stirred conversations on social justice, freedom of speech, and the role of athletes in advocating for change. Despite initial backlash and calls for boycotts, Nike's stock price surged, and sales significantly increased following the campaign. It resonated particularly well with younger demographics and socially conscious consumers, boosting brand loyalty and fostering a positive brand image.

Beyond its initial release, the campaign had a lasting impact, solidifying Nike's commitment to societal issues and establishing the brand as one willing to take a stand on important matters. This case study demonstrates Nike's adept use of visual communication, leveraging powerful imagery and a thought-provoking message to connect with consumers on a deeper level, ultimately resulting in positive outcomes despite the initial controversy.

A Checklist:

  1. Strong visuals aid in conveying complex information effectively.

  2. Consistency in design elements fosters brand recognition.

  3. Color palettes evoke specific emotions and associations.

  4. Typography influences the tone and readability of the message.

  5. Whitespace enhances readability and emphasizes key elements.

  6. Infographics simplify data and make it more understandable.

  7. Images and videos engage audiences more than text alone.

  8. Visual hierarchy guides viewers' attention to essential content.

  9. Balance between visuals and text maintains visual appeal.

  10. Accessibility ensures inclusivity for all audience members.

86. Motion Design

A Quote:

Design is a formal response to a strategic question.”-Mariona Lopez

A Definition: Motion design is the art of creating animated visual elements, graphics, and typography to convey information, evoke emotions, or tell a story in various multimedia formats.

An Example:

In 2017, Airbnb launched the "A World of Belonging" campaign, aiming to emphasize its dedication to diversity and inclusivity. At the heart of this initiative was an animated short film that seamlessly integrated motion design techniques to showcase a myriad of diverse scenes from around the world. This film used animated illustrations to represent people, cultures, and landscapes, transitioning fluidly to encapsulate the feeling of belonging across various countries and communities.

To amplify the campaign's reach, Airbnb strategically used snippets and GIFs extracted from the main film across their social media channels. These short, visually captivating motion design pieces effectively conveyed the campaign's core message of inclusivity and the diverse range of experiences accessible through Airbnb's platform.

The impact of the motion-designed content was substantial. It evoked emotional connections by visually representing the beauty of different cultures, traditions, and communities. This resonated deeply with audiences, fostering a sense of belonging regardless of geographical or cultural differences. Additionally, the shareable nature of these motion-designed snippets significantly boosted user engagement on social media, prompting users to interact with and share the campaign's message. Ultimately, the campaign solidified Airbnb's brand image as a platform fostering cultural exchange and connections among individuals from diverse backgrounds.

The "A World of Belonging" campaign exemplifies how Airbnb effectively utilized motion design to create powerful visual storytelling. By doing so, they successfully communicated their brand values of inclusivity and diversity, fostering a more profound connection with their audience across various digital platforms.

A Checklist:

  1. Motion design checklist points:

  2. Consider fluidity and smooth transitions.

  3. Ensure clarity in conveying the message.

  4. Maintain consistency in visual elements.

  5. Use appropriate pacing and timing.

  6. Focus on storytelling and narrative.

  7. Optimize for various screen sizes.

  8. Employ captivating visual effects.

  9. Align with brand guidelines.

  10. Test for user engagement and comprehension.

  11. Strive for creative and innovative solutions.

86. Print Design

A Quote:

Design is intelligence made visible." - Alina Wheeler

A Definition: Print design involves creating visual content for physical formats like magazines, brochures, posters, and packaging. It uses graphic design principles, typography, and layout techniques to craft appealing and informative materials tailored for print production and aimed at specific audiences. Print designers focus on visuals, typography, and colors to effectively communicate messages in printed materials.

An Example:

Apple is known for its sleek and minimalist product packaging, which serves as a prime example of effective print design. Apple's product packaging embodies a design philosophy rooted in minimalism, characterized by clean lines, simple shapes, and a predominantly white color scheme, echoing the brand's dedication to elegance and simplicity. The packaging features high-resolution product images meticulously selected to accentuate the device's key features and overall aesthetics, effectively conveying its premium quality and functionality.

The typography on Apple's packaging is intentionally minimal yet impactful, showcasing product names, essential details, and regulatory information in a clear and easily readable font, often in Apple's distinctive typeface. Maintaining consistency across various products, Apple integrates iconic branding elements such as the subtly embossed or printed Apple logo, alongside product-specific branding, contributing to a coherent and instantly recognizable visual identity.

Beyond its visual appeal, Apple's packaging design prioritizes functionality, ensuring the secure housing of the product and its accessories while providing an intuitive unboxing experience. This holistic approach to packaging design epitomizes Apple's commitment to merging sophisticated aesthetics with practical usability, resonating strongly with consumers appreciative of both form and function in their products.

Apple's print design for product packaging embodies sophistication, simplicity, and functionality. It serves as a tangible representation of the brand's commitment to premium quality and user experience, resonating with consumers who appreciate both aesthetics and functionality in their products.

A Checklist:

  1. Ensure high-resolution images and graphics for sharp printing quality.

  2. Maintain a balanced layout with proper use of white space.

  3. Select appropriate fonts and typography for readability and visual appeal.

  4. Verify color accuracy by using CMYK mode and consistent color profiles.

  5. Set correct margins and bleed for accurate printing and trimming.

  6. Double-check spelling, grammar, and content alignment for accuracy.

  7. Confirm proper file formats (PDF, TIFF, EPS) and resolution settings.

  8. Use suitable paper stock and finishes to complement the design.

  9. Ensure a clear and visible hierarchy of information for easy comprehension.

  10. Proofread multiple times and conduct test prints for final quality assurance.

Come & Collaborate

Thank you for joining us on this journey through 99 skills at the 21st-century workplace. We believe that the key to success is continuous learning, so we encourage you to keep seeking out new knowledge and skills.

To help you on your path, we are offering a special #DISCovery Session for our readers. This one-on-one coaching session will help you identify your strengths, set career goals, and progress to a personalized plan for success. To book your session, go to a and use the code "99SKILLS" for a special discount.

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