In previous posts, I have been insistent that the main objective of visual design is communication. However, there are two routes that can be taken for your business depending on what you want to achieve, you can persuade and you can inform.
For example, designing for advertising seeks to persuade an audience to take an action, which the designer (or his client) are looking for. But when it is designed to inform, seeks to provide information to a group of people so they can make the most appropriated action for themselves within their environment.
Is not that one is against the other, but that we should analyze which one should weigh more according to each project. In both cases it is about provoking an action but with a different purpose. Let's see a little more each of these terms.
As I mentioned, it seeks to generate an action from the target audience and that action is usually what the message generator establishes.
We try to achieve this through psychological, social and anthropological tools, among others, to provoke emotions and thus influence behavior. It is very clear the role of emotions to get human beings to make decisions. In this case, the information alone is not enough.
Empathy with your audience is one of the best ways to influence because it is about them to feel identified with what you offer, that you understand them and not vice versa. Do not pretend that they understand you or your product.
When I talk about Information Design, I mean the one that seeks to inform rather than persuade.
Actually, both persuasive design and information design work with information. But as you have already seen, they look for different objectives.
The Information design seeks to translate complex data into easy and quick to understand information to guide you and to be translated into an action.
Elements and visual variables are used such as shapes, orientation, size, colors, textures, position, etc. to synthesize the message you want to send.
You can see examples of information design in the signage of a museum, in an infographic, in a weather map or in the charts of a financial report, in addition to many other examples.
Something else I can point out about information design is that it does not have to be boring. Part of the objective, to a greater or lesser extent and depending on each case, is to make it visually attractive. Infographics are an excellent example in which the information can be pleasing to the eye despite the possible complexity of the subject.
With the arrival of the internet and mobile apps, this discipline has thrived due to the need to create simple and easy to understand visual interfaces despite the complexity involved.
Take the app from your bank as an example. It is so easy to navigate through it that it is invisible to you all the intricacies involved in the information, data, and security it has.
This brings me to the invisibility of the design. In part, the design suffers by its own success, that is, if a design is well done, it is invisible to the user, he does not notice it.
People only notice it when it is badly done; but when it is simple and easy to understand, it is common to keep the idea that designing it was also easy, simple and fast; when the reality was different.
But about the invisibility of the design, I will speak in another post.
I hope you have found this text interesting and useful. Leave your comments below, and if you are interested in talking about the visual communication needs of your business, contact me.
When the time comes when you need a designer, send me a message. I will be glad to assist.