Synergy is an important design concept that is brought up frequently on this blog and inside FIDM/Fashion Institute of Design & Merchandising classrooms. For those who do not know, synergy is defined as “the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements.” For example, we recently wrote about the effectiveness of negative space in logo design and how creating shapes with this negative space evokes a synergistic quality that will make a stronger impact on the viewer and their ability to remember the content. Combining these elements produced a greater effect than if the elements had lived on their own.
This concept is executed flawlessly in these intriguing and unique vintage style advertisements for modern services. Although these were created for a media seminar, I feel they are successful designs that could be used by Facebook, Twitter, Skype and Youtube today. When the vintage style is combined with modern technology a synergistic quality is created that impacts the viewer with a sense of nostalgia and humor. Conveying nostalgia and humor, two of the human race’s strongest emotions, is no easy feat.
Besides the concept of old and new, there are little details that make these advertisements successful and delightful to look at. For example, in the Twitter advertisement, the designer uses an effective form of hierarchy that conveys the concept that people are “following” the main man as if they are actually “following” him on Twitter. Another great use detail is some of the copy that is being used. In the Youtube advertisement, we see the sentence, “Your films will last forever on Youtube.” What is so great about this detail is that most videos being uploaded to Youtube are actually created using digital cameras, not film. The advertisement agency wanted to stay true to that time period and only used vocabulary that would be relevant to that time. The importance and effectiveness of small details such as this are what set good designs apart from great designs. This topic of attention to detail was discussed in-depth in an article we recently published on Rory Sutherland’s “Sweat The Small Stuff” Ted Talk.
Hierarchy, negative space, and synergy are just a few of the many concepts taught in FIDM’s Graphic Design program. Scroll down and check out these vintage advertisements for yourself!
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