The concept is the lever that moves the load. Whether you’re describing a brand, marketing initiative or the communication of information of any kind, it’s important to appreciate that your information can be optimised to be better received by it’s intended audience. This is where the application of a concept can be beneficial – a creative angle on the delivery of information to make it more digestible or clear. We work with our clients to help them get their important messages across.
Basic Information Transfer
Transferring information can not be considered as being similar to flushing a toilet. In this case, the pipe takes the payload by (plumbing permitting) gravity to it’s willing and eager recipient (the sewer). It’s a given that (plumbing permitted) the payload will be transferred and received. In communication, this given does not exist. There are, to expand on this tentative analogy, numerous sources, pipes, and sewers. A payload can be launched but the question of it’s receipt can not be guaranteed. We help our clients maximise the transfer of information along suitable channels for receipt by their audiences, and a powerful way to do this is to create interest – by applying a concept to make a message more interesting.
Cutting to the chase
What matters in a message? There may be 100 important points to communicate. Rest assured, none of them will be received. Information needs to be handled in a way that can be interpreted. If you present your audience with the Magna Carta, they are not going to read it. An important part of our work is handling content in a way that ensures the important points are communicated at the right time. This may involve a drip-fed approach, a multi-channel approach, and a multi-layered approach to information handling. Successfully communicating messages is by design, not accident. A concept or theme can be applied to make such an approach cohesive.
Concepts in Web Design
In web design, the use of creative concepts to communicate information is, like anywhere else, guided by the requirements of the message and the audience to which the message is aimed. However, there are a number of constraints that need to be addressed to help make initiatives viable – such as producing information in a way that makes it easily adaptable to multi-channel distribution, integration, and for it to work successfully within the limitations of the given website framework.
It is a crowded world with lots of information, and information channels, and distractions. Would you like help empowering your business messages with creative concepts?