The importance of standing well back
12th August
It might sound like stating the bleedin’ obvious, but where you view design from can make a huge difference. It took me about a year of working in packaging to realise that scrutinising a proposed design at my desk or mounted on white polyboard gave little indication about how effective it was when seen from ten yards.
Most clients ask for and research on ‘shelf shots’ these days, or within the super-duper virtual reality, shop mock ups. But still the initial rounds of presentations will review proposed work that floats in splendid isolation on white boards, viewed across the meeting table. This process is even more unrealistic given that packs are often seen a few pixels high on an internet shopping page.
All of which is neatly illustrated by these great shots of the new Citroën logo going up in Brussels. On closer inspection, the new logo looks pretty contemporary (or at least it did when reflective sculptural metal rendering was the hot new thing). But up on a building, to my eyes, it has only a fraction of the impact and gravitas of its predecessor. I guess if you really want to judge the quality of your work, it pays to stand well back and squint, rather than pore over every detail up close.
2 Comments
Dave Holland
August 12, 2011 9:32 am
It’s a valid comment, but interesting dilemma. There could be a case for suggesting the world is becoming ‘over-signed’ and some quieter visual voices are well suited to cluttered environs.
Counter to this, though, I agree, if identity should identify, this work is up against it, though could gain traction over time and as a support to other channels.
Standing back and seeing big picture, absolutely – always. Maybe a simple solve here is to visualise the expression back onto a red field, using the pop ’3D’ work (going beyond just being an only ‘white’ brand expression).
DH
Paul Edwards
August 12, 2011 10:45 am
You and Leonardo da Vinci are, as usual in agreement:
“Go some distance away because the work appears smaller and more of it can be taken in at a glance and a lack of harmony or proportion is rapidly seen”
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