Ideas Dispenser

What can someone learn about marketing from an exhibition about sculptures? Lessons both big and small, if the exhibition is Ron Mueck’s at the National Gallery of Victoria (NGV).

Creative Director Alvin Chia spent an afternoon at the exhibition and after observing the “oohs” and “ahhs” of people responding to the giant baby, the two miniature grouchy old ladies and other sculptures of people in disproportionate sizes to people in reality, he realised the artist’s play on proportion and scale also apply in graphic design.

Sometimes all a graphic designer needs to do to make his or her designs deliver more impact is to tweak the proportion and scale, such as:

1) Would an unusally large logo on the letterhead make it more visually arresting?

2) Would choosing the smaller A5 over A4 size for a brochure make it stand it out more?

3) Would a die-cut or an irregular-sized business card make a stronger first impression?

These are the considerations graphic designers and marketers encounter with every project, but like Mueck’s work, the right execution can allow the client to go “ooh” and “ahh” as if the design is a work of art.

That is why at Ideas Dispenser we keep an open mind and talk through as many feasible ideas as possible with our team, so we don’t overlook the potential of a small adjustment to create a big difference to our work.