ISSUE 01
DESIGNDESIRE
GOOD DESIGN OF / FOR ADVERTISING
EDITOR’S NOTE E v e r y i n d i v i d u a l h a s h i s o r h e r o w n w a y t o e x p l o r e t h e u n k n o w n . S o m e t r a v e l , s o m e i n q u i r e a n d s o m e r e a d . W h a t e v e r w a y o n e c h o o s e s , i t i s a l w a y s u n i q u e t o d i s c o v e r o n e s e l f . M a g a z i n e s r e s p e c t a n y o n e t h a t h a s s o m e t h i n g t o s a y , w h e t h e r h e o r s h e i s a n e x p e r t o r n o t . T o m e , a b i g f a n o f m a g a z i n e s ,
t h e y a r e
o n e o f t h e m o s t i m p o r t a n t w a y s t o fi n d o u t t h e t r u t h a b o u t o f w o r l d . < D e s i g n d e s i r e > , a s m y p e r s o n a l e v e r y d a y d e s i g n p r o j e c t , t h i s G m e s h o w s t h e u n i q u e , g o o d d e s i g n w o r k s i n a d v e r G s i n g t h r o u g h s p e c i a l i n s i g h t . A n d n o w i t b e c o m e s a n i n d e p e n d e n t m a g a z i n e .
Camelia Leung
CONTENT P R E V I E W E D I T O R ’ S N O T E C O N T E N T O P E N I N G C O L L E C T I O N 0 1 C O L L E C T I O N 0 2 C O N C L U S I O N
C O N TA C T M E : 梁嘉雯
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C a m e l i a L e u n g
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全广告
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4 1 1 6 0 4 8 0 9 @ q q . c o m
OPENING
THAT’S IT. GOOD DESIGN. G o o d d e s i g n i n a d v e r G s i n g r e m i n d s u s w h a t a g o o d , c o m f o r t a b l e l i f e w e c a n l e a d . C o n s u m e r s s e e c l e a r l y a n d c h o o s e w h a t t h e y r e a l l y n e e d b y t h e w e l l -‐ d e s i g n e d a d v e r G s e m e n t s . D & A D A w a r d n o m i n a t e d a l l d e s i g n w o r k s h e r e , w h i c h a r e e i t h e r o f o n e k i n d v i s u a l i z i n g t h e a d v e r G s i n g c o n c e p t s , o r t h e o t h e r k i n d a d v e r G s i n g t h e m s e l v e s b y g o o d d e s i g n p r o d u c t s .
Good design of 1
Advertising
COLLECTION 01
01 J‘Espère Que Tu Vas Bien in 87 Instagram Posters ○ “J‘espère que Tu Vas Bien’’ means ‘’I hope you’re doing well’’ in English. To promote this 87-‐minute film, Instagramers Montreal took a 87-minute walk along the same path in the film and created 87 Instagram posters. ○ With beauGful views and elegant layouts these posters are so agracGve and they do catch audiences’ hearts at their first sight.
GOOD DESIGN OF ADVERTISING
COLLECTION 01
GOOD DESIGN OF ADVERTISING
COLLECTION 01
02 Steppenwolf Theatre Series ○ The Steppenwolf Theatre Series ’’used s y m b o l s a n d m e t a p h o r s f r o m major themes of each story to create visual intrigue, tension and juxtaposiGon.” ○ The creaGve team made a key, special visual idenGty to promote the unique theatre, which was so i m p r e s s i v e a n d recognizable like the theatre itself.
GOOD DESIGN OF ADVERTISING
COLLECTION 01
GOOD DESIGN OF ADVERTISING
COLLECTION 01
GOOD DESIGN OF ADVERTISING
03 What‘s in a Beard Print Campaign ○ ‘’A lot can happen inside the beard.” ○ What growing a beard can bring to y o u ? H a p p i n e s s , exploraGon or even more changes? And the illustraGon itself is fun already!
COLLECTION 01
04 Sexidents in MTV Campaign ○ The central idea of ‘’Sexidents’’ is: ‘Sex is no accident. Always use a condom’. ○ MTV always has its own way out of our i m a g i n a G o n t o remind us to use a condom. ○ In the ridiculous a n d s o m e h o w incredible situaGons, we the youth are just agracted by these cool print ads and then begin taking the suggesGon seriously.
GOOD DESIGN OF ADVERTISING
COLLECTION 01
Good Design FOR 2
Advertising
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
01 Stamping Down on Poaching ○ “To use the stamp, you have to remove the ‘trophy’ and thus destroy the animal.” ○ Good design helps adverGsing campaigns to tell their stories, e v e n w i t h o u t a n y words.
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
02 Pantone Queen ○ “An icon of style. For 60 years Her Majesty has colour matched her hats, dresses and coats perfectly. As any Queen should.” ○ Best icons, like Her Majesty’s style, always suits the brand, perfectly.
GOOD DESIGN FOR ADVERTISING
03 Bloomberg Businessweek Cover Series ○ ‘’The goal is to design original, surprising covers each week that make people pick up the magazine.’’ ○ Can anyone be out of noGce facing such an amazingly designed business magazine? NO. Just buy it.
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
COLLECTION 02
04 JA Minds Farm ○ ‘’Our soluGon was a new v i s u a l i d e n G t y incorporaGng pictograms, which could demonstrate the diversity of its business as well as build affinity among a wide audience, including children, senior c i G z e n s a n d t h o s e e n g a g i n g w i t h agriculture.’’ ○ Like a happy-‐life pioneer, good design visualizes good-‐life prospect for us.
GOOD DESIGN FOR ADVERTISING
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
COLLECTION 02
GOOD DESIGN FOR ADVERTISING
A d v e r G s i n g t e l l s b r a n d s t o r i e s t o t h e w o r l d , w h i l e g o o d d e s i g n i n a d v e r G s i n g t e l l s t h e s t o r i e s v i v i d l y a n d a g r a c G v e l y . I a m a l w a y s f a n c i e d b y g o o d d e s i g n , f o r i t a l l t h e G m e l e a d s m e t o s e e t h e w o r l d i n a n e x t r a o r d i n a r y w a y . T h a t ’ s i t . G o o d d e s i g n .
CONCLUSION
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CAMELIA LEUNG JUNE OF 2014