the art of communication
Post on 20-Feb-2016
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Write to be understoodspeak to be heard
read to groW
– Lawrence Clark powell
We live in a reading society.
reading is a constant exercise
that trains, influences and
inspires our minds. It is the
letterforms that we have
become so accustomed to
and the words behind them
that represent so much of
our dynamic existence. From
storytelling to knowledge
transfer, the printed word has
become an often unappreciated
luxury. The beauty behind this
invention is inherent in both
THE PHENOMENON OF
reading Changed
THE EVOLUTION OF
our speCies; hoW We
PROCESS INFORMATION,
think and uLtiMateLY
communicate. We
haVe beCoMe a VisuaL
soCietY rooted Within
THE INTRICACIES OF
Language.
its message and its medium,
two variables that play an
integral role in communication.
The message is often carefully
crafted to instil a particular
feeling, or reaction within the
reader. The medium in which
this message is then conveyed
affects how we read it and
therefore think. this relationship
between the message, the
medium and the audience can
be an extraordinarily interesting
and beautiful art form.
Language is an extension of
our thoughts, and words are an
extension of language. Drafting
the perfect combination of
words to best convey the
message is a challenging, yet
uniquely rewarding process.
The perfect equation of nouns,
adjectives, and verbs can
turn a relatively uninteresting
phrase into a dynamic one, one
that will be meaningful to its
audience. This careful creation
of language is the seed of a
beautiful communication piece.
the message IS THE SEED OF A BEAUTIFUL COMMUNICATION
PIECE, THE STARTING POINT OF ITS VISUAL JOURNEY.
the message IS THE SEED OF A BEAUTIFUL COMMUNICATION
PIECE, THE STARTING POINT OF ITS VISUAL JOURNEY.
While the message provides
the roots of the communication
piece, it is the medium that
allows it to take flight, to
acquire a personality of its
own. The medium affects how
the message is perceived by
the audience, how its path is
delineated from idea to their
thoughts. Without a form the
message is void of purpose,
it is motionless. The medium
acts as a vehicle, maneuvering
the message from author to
reader. Again, just like the
formula for the message, the
selection of a suitable medium
is a calculated art form. In
today’s mass media, there is
a plethora of communication
outlets available to express
a message, whether it be via
the newspaper, a billboard,
or a blog.
the medium sets the Message in Motion, aLLoWs IT TO TAKE FLIGHT and aCQuire a personaLitY Within soCietY’s CoMMuniCation arena.
Print, as it Were,
transLated the
DIALOGUE OF
shared disCourse
into paCkaged
INFORMATION, A
portabLe CoMModitY.
– Marshall McLuhan
The invention of the moveable
type printing press by
Johannes Gutenberg in the
15th Century forever changed
Western communication. It
is said to have ignited the
ideal of mass communication,
permanently altering the
structure and interactions of
society. Knowledge became
a commodity to be bought
and sold, at least by those
who could afford it. While this
technology is often credited
for wide-scale literacy, it wasn’t
until the Industrial Revolution
that books were affordable
enough to be bought by all
classes of society.
today, it is hard to conceive
of the unavailability of
information. Society has
become accustomed to the
constant bombardment of
communication stimuli. As
the invention of the printing
press introduced information
as a commodity to be bought
and sold, the most crucial
question authors, editors and
designers now ask themselves
is what will sell, what will drive
the audience to consume this
particular information. Whether
it be a message, a product, or
knowledge, this is always the
question at hand. Mass media
is like a case to be cracked,
a careful equation that must
be considered and tested.
The medium, the language,
the type, and the imagery all
have huge implications for
how an audience will receive
a communication piece.
Miscalculate one element
and your message could go
awry; calculate right and your
message will hit its mark.
naVigating through
the oVerpopuLated
WATERS OF mass
communication is a
CAREFULLY CRAFTED
ART FORM, NOT
INTENDED FOR THE
FAINT OF HEART.
THE internet ALLOWS FOR A UNIQUE DIALOGUE BETWEEN USERS; THIS DIALOGUE HAS NOW BECOME THE ULTIMATE GOAL WITHIN THE ART OF COMMUNICATION
The online environment presents
a unique communication puzzle
however. Because the Internet
provides a completely different
communication experience than
that of conventional media, the
formula for reaching a target
is different. reading a book,
newspaper, or magazine is an
independent, almost lonely,
activity, while the internet is
dynamic, allowing for dialogue
between users. It is this dialogue
that is the goal. The message
not only needs to reach its
audience, but it must instil a
reactionary expansion, plant the
desire within the audience to
share the message with others.
Whether it be Via the
internet, a neWspaper,
or a Magazine, paCkaging
a Message With the
right Language and
aesthetiC to best reaCh
its intended audienCe is
keY. understanding the
intriCate reLationships
and dependenCies
betWeen a MediuM and
SOCIETY ALLOWS FOR
SMOOTH TRAVEL FROM
the originaL idea to the
audienCe’s ConsuMption.
i haVe that understanding.
MAY I COME ALONG FOR THE RIDE?
CoMMuniCation designer
brittni.lloyd@gmail.com604-671-3539
Brittni LLoyd
Let’s Chat.
i’d LoVe to Hear From you
BRITTNI LLOYD
604-671-3539
brittni@brittnilloyd.com
www.brittnilloyd.com
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