Often times people charge forward into creating a design without stopping to think what the eventual effects of said design are. They let form triumph over function and at the end the message is lost. A perfect example of that is found in the recent campaign for the Virginia Beach area’s attempts to attract tourism from outside parties.
They contracted a company out of Florida that doesn’t have any experience in the area of Virginia Beach and tried to get across to them that they want people who may be interested in visiting the area to know that for VA beach offers more than just beach access, and in fact there are many inland waterways and attractions away from the beach itself. That being said, the Florida firm opted to use the ill-conceived and poorly executed “Go Beachless” campaign to somehow lure people into taking a look at those areas. But in fact it actually is missing the target on most people who were polled and who saw the logo and the new markers. Viewers were extremely confused and thought that it was an attempt to to keep people off of the beach, or even used as a warning to stay away from the area. It’s certainly not attract them to other things away from the beach.
Subsequently, they have started another campaign called “Go Beach” that essentially negates the “Go Beachless” campaign leaving everyone pretty confused. Unfortunately the campaign is done they’ve already started rolling out in places like New York City and Charlotte to try to attract people to the area and only time will tell but it’s it’s not looking very promising.
So in the end if you’re really unsure whether or not your campaign that you’re going to launch is going to be successful, our hour to rule of thumb is first and foremost get an unbiased completely outside opinion. It could be pretty much anybody and the more unfamiliar with your vision the better. Second is always default to the simplest form of understanding. The more complex that you get the more time it takes for people to comprehend what you’re trying to portray. Sometimes cryptic is ok but it often tends to be very artsy and hidden. But remember, if you’re looking for a quick, 1 to 2 second message unfortunately sometimes you need a “dumb it down” with smart imagery.
Tell-Tale Arts can certainly get your message out to the right audience and in the right context. Be sure to contact us today if you have a print design, logo design, or even editorial design that you really would like people to know about!