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The difference is in the concept

May 31, 2011

Witihout a clear concept, graphic design becomes a simple effort of arranging element within a perimeter, according to the parameters of a particular format. We usually refer to these sort  outcomes as ornamentale design –  a simple decoration.

Without a clear and underlying concept graphic design is a mere exercise of aestethic with very few benefits.

A concept comes from the creative application of the brief and therefore is a common asset of the client and of the designer. Too often though, both client and designer, seem to forget to lay a concept on whch build ideas and they seem to be satisfied with something nice, running away from the most important question: will it work?


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