The Art of Design

This is a reflection of The Netflix Series Abstract: The Art of Design by Paula Scher

In The Art of Design by Paula Scher, I learned that to make your brand stand out, you must create a bold and unique brand identity. In the marketing realm, this is important because it helps me understand the importance of words. The design of the words is equally important to what the brand expresses and represents. In the video, Scher discussed that design of words has this spiritual connection and during that point in the video something clicked. Copywriting in its design attempts to persuade action through words. Copywriting is more than just conveying a strategic message; it considers the typography of that message. It cultivates an idea for consumers even before the person has processed and read the words. This video made me realize that words are powerful in every design. Scher also triggered a passion of mine that involves designing words to tell a story. I was previously a poet in my former times and at that time we (designers, poets etc) studied the impact of word design among many things. For example, instead of simply writing “Sparkling Water” I could instead make strategic edits to the words to emphasis a message I am desiring to express.  “Sparkling Water” those two designs tell a completely different message, but the diction was not altered. Scher reminded me that it is not always just what you say but how you say it; that does not just equate to verbal interactions yet those in design as well. This video changed the way I looked at brands. I am currently sitting in my apartment considering typography in every design. I have come to know that if a brand is being more informational, they tend to use more direct and straight forward typography this applies even in instances where the brand is more expressive. Do people believe that more straightforward designs in an informational manner convey a sense of trust and credibility? What would happen if food brands started designing Nutritional Facts creatively? This is something that I would have to study and test more in depth. Scher helped me consider the Why of marketing. Last week I went to this creative campfire and while there someone expressed: “I write my name boldly and all over the place now...before not so much.” And at first, I will admit I thought this guy was a little extra in a cool way. Now I am reflecting on that and a point Scher made in the video about how they constantly redesigned Citi. This connection made me understand that my personal brand is constantly in this cycle of change. I am learning about how I desire to be perceived and that a rebrand does not lack a part of the brand identity in many ways it can enhance it. Sometimes I feel that I am in this position of not knowing whether I want to be a “creative” or an “analytical” marketer. I enjoy both. Is there this middle ground where the two meet or do they exist on opposite sides of the hill connecting only when necessary. Watching Scher video helped me have more questions to research in later days. Those questions will be internally and externally, so I am glad that I was able to tune in to that video.  

Scher is a rock star in design. She helped me understand why typography is important. Typography exists in copywriting, poetry, and in every single brand imaginable. Marketers consider your typography today.