Design is evolutionary. Current trends shift with media, political and environmental influences. There is now a greater acceptance for transparent self-expression, and this creative flow has also entered the corporate world. We are overwhelmed by the barrage of information out there that we've learned to block out a lot of it. There is now a fresher, less scripted approach in communication. Information that is relevant to us gets noticed. As the recipient, we are touched, moved and inspired. The jargon of rules, regulations and protocol are being replaced with:
1. Authenticity 2. Clarity 3. Continuity
1. Authenticity. When you speak your truth, you will be heard more clearly as it comes from a place of personal conviction. This invites authentic dialogue. Personalizing your message to reflect your personal opinion will attract a more attentive audience. Take away the script, speak one's truth and be wary of using jargon and platitudes in your web message.
2. Clarity. Keep your message simple - keep it clear, concise + easily understood. In design, an ample use of empty space sets the stage for the message to be heard. Minimize the distractions of visual "noise"by only using images that further clarifies the message. Match the written voice with the appropriate font.
3. Continuity. Your message is the same with whatever platform you are on - in print and web media. Use the same font across platforms in order to define your voice with consistency. Position your nav bars on the same place on your website.
A less scripted, more authentic vocal presence will inspire personal connectivity through heartfelt rapport and create credibility + trust with an engaged audience.