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Albuquerque,
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In this era of Photoshop and computer-based graphic design, it’s become a bit too easy to lose the personal feel that collateral communication needs in order to connect with real people. In fact, over-reliance on the computer can lead to taking the path of least resistance.

More and more, we are seeing design returning to its roots through handmade elements. Practical, handmade elements add a human touch to design and help convey that what’s being communicated has a special, personal value. It can literally give your brand a “feel.”

The hand-done element doesn’t stop at writing out a font or drawing a doodle. It can be a rubber stamp applied to the piece, a tipped in label, a collage of torn paper, a letter press treatment, or even a product sample with an attached hand-crafted message.

Work that embraces this handmade feel takes more time and is difficult to complete under tight deadlines, but it can be well worth it in the end. Given the right project and strategic goal, so much more expression can be communicated, which can pay off in the way the target audience responds to the piece.

What responses have you noticed when you’ve used this approach?

 

As a smaller agency, one of the things we admire is the power of an idea that doesn't rely on big budgets, elaborate re-touching, exotic locations or the high-end TV shoot.

Often, the constraints of not having enough money, time, good photography, footage, actors, etc., are seen as setbacks, but this can be a blessing in disguise. Constraint forces you into a corner, but it sharpens your thinking.

On the '80s TV show MacGyver, a running theme was to see the title character attempting to solve precarious, no-way-out situations, say, tied to a chair with a nuclear bomb attached to his lap. His only tools for escape? A nearby paperclip, a dixie cup filled with whipped cream and a yo-yo. Somehow, he found his way out every time.

Constraint focuses the creative and strategic processes. In many cases, limitations can be the starting point of a great brief and an effective campaign.

How has constraint inspired your work?

 

© 2008 3 Advertising LLC, a full-service advertising agency in Albuquerque, New Mexico.