Subtraction Leads To Addition
Part of being a visual thinker is always asking yourself, "How many different ways can I solve this problem?" For us that’s meant developing a wider range of styles. This came about for a few reasons: one, we could see a shift in graphic design trends; two, we're increasingly influenced by modern design; and three, sometimes we just get bored. As creatives, even though we're busy, it doesn't mean we're satisfying our insatiable need to create. That's why we feel it's important to set aside time for visual exploration.
In the case of styles, we sometimes find it useful to take an existing project and rework things a bit to see if a different approach can be useful. When we do something like this on our own, we can feel uninhibited because we don't have to worry about an idea facing resistance from external sources. After all, there is research to suggest that people have a tendency to reject creative ideas that they weren't expecting even if those ideas solve the problem.
In this case, we took a project we completed for D-Link a couple of years ago (see below) and wanted to see if there were other ways to approach it aesthetically.
Our goal was to create something more upscale while remaining visually simplistic. To achieve this, we eliminated all the outlines and made the walls and floors monochromatic. This made the furniture and products stand out. Then we added shadows to give it more depth. Another big change was creating silhouettes of the people. This helped cut out some of the visual noise and put more focus on the story being told — which in this case is the benefit of their suite of products. The irony is, by eliminating things that aren't absolutely critical to the story (much like modern furniture design), you're actually adding to and emphasizing the storyline.
In the end, this is a sharp, modern look that could be perfectly at home next to the hero product shots in high-end product literature.
And we're not the only ones who think so. We've recently completed a project for TiVo in this style and have a couple in the works for Microsoft.
If you feel your product suite could take advantage of this new style, give us a call. We'd enjoy talking to you about the possibilities.