Kim Landrum

Remember the 1983 movie The Big Chill? The story of eight old friends searching for something they lost, and finding that all they needed was each other? There's a scene in which Jeff Goldblum (Michael) pontificates about the importance of rationalization. It helps if you are familiar with his character – a self-obsessed celebrity type journalist who would register as obnoxious if he didn't play the part so well. If you don't remember the scene -- or worse, never saw the movie -- it plays out like this...

Michael: I don't know anyone who could get through the day without two or three juicy rationalizations. They're more important than sex.

Sam Weber: Ah, come on. Nothing's more important than sex.

Michael: Oh yeah? Ever gone a week without a rationalization?

This is one of many notable quotes from the movie...for more go to imdb.com (http://www.imdb.com/title/tt0085244/quotes)! Far cry from "Snakes", right Steph? This exchange might seem void of any relevance to visual communication but it parallels the dialog I often have with clients. Minus the reference to sex. The reference? When is the last time you went a week without a visual clue?

As Creative Director at Plexus, I spend my days (as well as the occasional sleepless night) finding ways to help clients visually communicate with their audience. This process might take the form of a logo, business card & letterhead, newspaper or magazine ad, billboard, brochure or Web site – and sometimes all of them. I know The Big Chill is over 20 years old, but I've been studying visual design almost that long. Now that I think about it, 2006 marks my 20th year as a "designer" of some sort. Twenty years is a long time to learn about shapes, color, scale, balance -- all the elements you learn in basic composition. You'd think I would know all there is to know. That is hardly the case. The visual landscape changes so quickly it seems impossible to keep up. Our tolerance for visuals stimulation is so high, and the amount of poorly designed messages we are forced to process so great, it's easy to understand how your efforts can get lost in the shuffle.

As a designer, I am not immune to the negative effects of an overly saturated visual landscape. The only difference is that I can easily distinguish the difference between good and bad. I believe everyone has the ability to make this distinction but often have difficulty articulating their response. I'm not sure I can fully deconstruct what makes something good (balanced, effective, memorable, inspiring) or bad (unbalanced, common, fleeting or vague) but I can feel it when I see it. I know certain shapes evoke feelings of stability, and certain colors elicit specific emotional responses. The same is true of a typeface or the placement of a headline within the context of an ad. For me, placement and juxtaposition of elements within a common space (be they photos, illustrations, type, etc.) is as second nature as putting one foot in front of the other. The solution isn't always apparent (that's where the sleepless nights come in) and often requires several missteps or wrong turns before moving in the right direction. And there have definitely been times when the right direction alluded me altogether.

I'll be the first to admit graphic design isn't rocket science or brain surgery. A well-designed logo, ad or Web site won't get anyone to the moon and probably won't save your life...but it could help your business. Don't discount the importance of your place in the visual landscape. Are you being seen? Or being seen but in a way your hadn't anticipated? Do people understand your message? Are you lost in a sea of sameness?

If you want to effectively communicate with clients or potential clients but are unsure where to start, here are some tips:

• Know your audience. Understanding your audience will help narrow the field you are trying to reach with your marketing efforts.
• Stay current in your industry. Who are your competitors and how do you stand out in the crowd?
• Consult a professional. Many people think hiring a professional is too costly but in fact, a professional can save you money by relying on past experience. They can often tell you which methods work best for your industry.
• Take your visual identity seriously, particularly if you are a new business. A well-designed logo, ad or Web site will go a long way in communicating your message. Even an existing business can benefit from reworking ads or refining a logo.
• Be consistent. Marketing takes time and patience. Results are rarely immediate so be prepared to go small and go long if you have to. Spot marketing can be a huge waste of money.