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In visual communication design, creativity is as crucial as using cutting-edge technology. Embracing climate crisis, the Covid-19 pandemic and freedom of press – this year’s iF award winners show how it’s done.
Our world has never been as visual as it is today. Just take a step into the pedestrian zone or check your social media news feed on your phone. The visual elements around us – such as videos, posters, printed packaging or clothing – influence everything we do or think, and our brain is reacting to that with rather low attention span. So a clear and concise visual language is key to communicating messages to us as customers. The image we see when we hear about a product or a business is what counts in the end. What’s more, visual identities reflect the values of people, brands and companies. Designers know this and work on the exciting intersection of information through visual communication as reflected in this year’s iF DESIGN AWARD’s discipline "Communication".
Colors, shapes, forms, they all play an essential role in visual communication design. Whether it's designing a product or a poster, getting a message across is more critical than ever. If visual designs want to stand out from the crowd, they must have this one component which distinguishes them from competitors. Components may include global societal topics that are much talked about. The iF award winners show how it’s done. Their visual and graphic designs, branding and Co. tackle, for example, the climate crisis, the Coronavirus pandemic and freedom of press. In the end, creating an image is not just a big responsibility for designers – bringing a brand to life is a fulfilling mission.
From shopping bags to music album artwork, from movie clips to LED billboard: this year's iF winning Communication entries, particularly digital communication, is particularly diverse. From advertising campaigns to branding to packaging, the possibilities seem endless. More than ever, designers and companies are considering how to use technology. Take the gold award-winning media art installation "WAVE", for example. An anamorphic illusion technique was used on an LED billboard to create a realistic scene where three-dimensional waves continually crashing as if on the ocean.
Creativity is as crucial as using cutting-edge technology. A clear and concise approach helps customers understand the message immediately. Something beautiful in a stylish, sleek design can't hurt either. The sustainability campaign "SHINSEGAE", for instance, takes a playful approach to the serious issue of saving the planet. By using stylized hand-drawn youthful pictures and scribbled texts, the message becomes more emotionally approachable for adult consumers. The iF gold-awarded "Super Policy" is a prime example of how rather boring governmental information can be transformed into colorful advertising posters. If instead we take a look at image campaigns, "We hold a mirror up to this world." exemplifies a remarkable piece of communication taking a stand against the loss of morals in this world.
What do all of these inspiring works in visual communication have in common? They show in a remarkable way what is possible – and necessary – to communicate urgent messages of today and tomorrow.