Sunday, July 26, 2009

Aesthetics . . .Memetics . . .& . . .Mammon

The card above is a typical business card. Perhaps the name is overly large, but this is a sole proprietorship and the proprietor has both the right and the role to play.

How, then, does the card on the right differ? It gets in your face, as they say. Your eye remains on the card, rather than falling off the bottom as one's eye does with the card above (and with most cards, because of how the white space dominates).

The typeface on the card on the right is called Broadway and it conveys the legendary energy of the theater and of New York. It fills the space - all of the space. The placement of the symbols in the corners (just outside of the vertical line of the name) keeps your eye on the card. The contrasts of black, grey and bright colors imply a variety of activity and information.

At the top, the typeface is sans-serif - modern and cool, understated, sophisticated, if you know the code. If you don't, it's just another card.

Here, on a 7 piece of paper, you have an example of how information can be communicated . . .or not.

Scale these insights to the United States' 300 million people, whose differences emanate from age, education and culture, and the fracturing of "mass communications media" to the point where what remains "in common" demands attention.

Consider the hundreds of billions of dollars spent on advertising and politics - most of which pass by most people completely unnoticed. Consider what that people "know" and act upon without ever realizing where the "information" originated.

Introducing . . .ta! da! . . Memetics & Marketing!

No comments:

Post a Comment