YOU CAN’T TURN IT TO 11

Posted on May 26, 2004 in Design 101

Volumn11-43

Nigel Spivey from Spinal Tap could turn it to 11, but we have to remind ourselves to exercise restraint when designing integrated branding solutions. If everything talks, then nothing does. The volume of the environment without our branding largely determines how loud our design has to talk.

Another use of this phrase has to do with pushing on too many design levers at once. Each design tool – color, type, material, sound, light – can be thought of as an instrument in a rock band. The best music only uses three instruments at a time in a pleasing ratio. Too many instruments playing at the same level results in cacophony.

“Music is the space between the notes” – Claude Debussy

We work hard to compose pleasing compositions that move and change as spaces are explored.