Synthesis Writing
Understanding connections and inferring relationships among sources are vital skills for mastery of any field, including design. To develop a strong thesis project, I must demonstrate the ability to synthesize information from multiple sources and transform it in a way that supports my points and insights. Sullivan (2011) explains that “the most successful research paper is one that uses many sources to support an original thesis.” Combining information from multiple sources can shine new light on a topic and help you examine an issue from a different perspective. This is especially important for developing design strategies. The purpose of design research is to find insights that focus your message. Strong designs are developed by finding a key insight and asking, “Does it have a story?” (Baylé, 2018). Therefore, the most effective messages have a narrative that resonates with the viewer.
Rhythm in Design
Rhythm is part of our everyday lives, in sound and motion all around us. Visual rhythm is also a principle of design and can be seen in everything from ads to architecture. Soegaard (2019) notes that designers create rhythm with spacing between visual elements. He goes on to describe five types of rhythm:
- Random Rhythm: Elements repeat with irregular intervals or spacing.
- Regular Rhythm: Elements repeat with the same spacing or intervals.
- Alternating Rhythm: Two or more elements repeat in a regular pattern.
- Flowing Rhythm: Repeated elements follow curves or undulations like those found in nature.
- Progressive Rhythm: Repeated elements change slightly with each repetition.
Repeating rhythms create a pattern that the human eye recognizes. Any irregularity stands out, drawing the eye to that element. Repetition of visual elements also allows for a more streamlined user experience (Elmansy, 2016). Rhythm and repetition create a visual continuity that allows users to more easily navigate information.
Attitude Advertising
Part of our design strategy research is finding an appropriate personality, or attitude, for the brand. Percy and Rossiter (1992) describe a brand awareness strategy that utilizes the brand attitude to connect with customers and develop recognition. The Percy and Rossiter model has been used as a marketing strategy for many years because it recognizes the power of emotional connection between the brand and its users. Many of today’s top brands like Apple and Nike use attitude advertising as a means of differentiation in very wide categories like smart phones and athletic shoes (Felton, 2013). When the actual differences from the competition are slight, attitude is everything.
References:
Baylé, M. (2018, May 15). Synthesis: How to make sense of your design research. Retrieved from: https://uxdesign.cc/synthesis-how-to-make-sense-of-your-design-research-d67ad79b684b
Elmansy, R. (2016, June 30). Design Principles: Repetition, Pattern, and Rhythm. Retrieved from: https://www.designorate.com/design-principles-repetition-pattern-and-rhythm/
Felton, G. (2013). Advertising: Concept and Copy (Third). New York: W.W. Norton.
Percy, L., & Rossiter, J. R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing, 9(4), 263–274. https://doi.org/10.1002/mar.4220090402
Soegaard, M. (2019). Repetition, Pattern, and Rhythm. Retrieved from: https://www.interaction-design.org/literature/article/repetition-pattern-and-rhythm
Sullivan, J. (2011, October 27). Strategies for Synthesis Writing. Retrieved from: http://www.findingdulcinea.com/features/edu/Strategies-for-Synthesis-Writing.html
Joshua Siegel's Mastery Journal 