Note: The information provided in this article represents the views of the writer.
When creating any communication content as a communication designer, one must be able to understand the very basic elements of an effective communication message. This means that a few fundamental prerequisites must be the building block for communication so that it follows principles and does not defy the rightful order.
After carefully examining the curriculum of some institutions that train professionals in this field, it is clear that these basics which will be explained here are essential for effective communication.
Communication Skills
Communication involves many forms of information transmission that include verbal, written, and non-verbal among others, and interestingly enough, art history explains how the modern letters of the alphabet were formed. This means that the communicator must be familiar with the words, syntax, constructions and all to create meaningful messages. Understanding how the audience must be approached with a piece of information for them to be able to decode the message is the responsibility of the designer to figure out before creating and putting out his message. Audience analysis forms a key fundamental component of the communication strategy because if this fails, the message cannot serve the intended purpose. This could mean losses to a client. For instance, a client contacts an advertising firm for an advertisement that creates awareness and converts the audience or target to buy a product. Imagine the agency fails to thoroughly analyze the target to create content that makes them respond to the Call-To-Action (CTA), the client's investment in this advertising project will become a loss. Where then will the investment be retrieved from?
These communication skills help the designer to know how he communicates with clients, colleagues and the target audience to ensure everyone finds him valuable to work with. Bad listening on the part of the designer will result in works that do not align with the client's specifications, lack of good communication skills will mean he cannot handle mixed client behaviours which is important for keeping clients.
It is crucial to note that a successful career as a Communication Designer does not only rely on a person's skills or expertise but also personal values and interpersonal relationship management skills, communication skills are needed.
What are some areas to grasp in communication skills?
- Storytelling
- Good listening habits or attention to detail
- Empathy. (Ability to understand the need or problem of the target or client.)
- Deep understanding of the communication language. [verbal, non-verbal, written, etc]
Basic Drawing
Design history shows how designers some years ago used tools like rulers, pencils and all the instruments that can come to mind to carefully and creatively construct their objects, layout and all. One of the design movements that has largely impacted modern design is the Swiss Style which is characterized by careful placement of every element that forms part of the message. Taking a poster that uses the Swiss Style, for instance, there has to be a careful arrangement of lines, shapes, text, images etc. Getting a good grasp of the basic structure of objects both natural and artificial organizes the design mind of the designer to think into carefully creating his designs.
Some characteristics of the Swiss Style:
- Grid
- Minimal use of elements (colour, shapes)
- Hierarchy
- Layout
- Text flashed left and rugged right
Realists in history portrayed details in objects in their paintings, sculpture and this has an influence on modern photography and other aspects of communication / graphic design. Photographers make sure to study the light available for a shoot and if the need be artificial lights in the form of umbrellas, strobes etc are used that ensure the envisioned outcome is achieved. The designer's basic skills in drawing contribute immensely to how well he or she can function with the modern innovations in the field because modern instruments are entirely based on the principles that were used hundreds of years ago. So in summary, it is the application of the basic skills that matter how well and unique the design will be. I think this is the reason why higher educational institutions that teach design have drawing as one of the fundamental lessons or courses for the early stages.
Imagine an illustrator or an animator without a grounded understanding of the human figure and objects? His output will be ridiculous, right?
Basic Design
What great design is out there that uses no elements like shapes, dots, colour, lines, texture etc? This is absolutely important because no matter how complex or great a graphic design work, a picture, video, animation or whatever product in communication design, the elements of design form an integral part of it. Good observation of how the basic design elements function and affect one another when in use is crucial in creating effective designs, illustrations etc that accurately catch the audience's attention and perform as they should.
This is one of the distinguishing features of Swiss Style. Having studied how the basic elements affect a message, the founders of this design movement make sure to include only the needed elements. There is room for essentials but not for what adds decorations or whatever that does not add to effectively delivering the message.
Knowledge of design and art history
Oops! Some friends say this is too much of history, do I really need it? Well, I would say it does matter. Well-established designers whether in Graphic Design or Communication, Photography, Animation or Book illustration, mostly have a fair knowledge of how what they currently do was done many years ago. In fact, the saying, "There is nothing new under the sun", is true and so the people who build their convictions, skills and professions by studying and evaluating those who did those things before them are more than likely to do it well.
This particular foundation differentiates a professional designer from someone who has just learned design software to do what he thinks earns him a living.
Information Technology Literacy
Communicaton today isn't the same as it was many years back. When we mention Communicatin design, we are talking about creating and sending information to the general public through the use of computers and all the other digital means. Anyone who wants to pursue a career in design must have fundamental knowledge of modern communication and designing tools that are enabled by technology.
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