Write to be understood Speak to be heard Read to grow – Lawrence Clark Powell
THE PHENOMENON OF READING CHANGED THE EVOLUTION OF OUR SPECIES; HOW WE PROCESS INFORMATION, THINK AND ULTIMATELY communicate. WE HAVE BECOME A VISUAL SOCIETY rooted within the intricacies of language. We live in a reading society. Reading is a constant exercise that trains, influences and inspires our minds. It is the letterforms that we have become so accustomed to and the words behind them that represent so much of our dynamic existence. From storytelling to knowledge transfer, the printed word has become an often unappreciated luxury. The beauty behind this invention is inherent in both
its message and its medium, two variables that play an integral role in communication. The message is often carefully crafted to instil a particular feeling, or reaction within the reader. The medium in which this message is then conveyed affects how we read it and therefore think. This relationship between the message, the medium and the audience can be an extraordinarily interesting and beautiful art form.
THE message IS THE
PIECE, THE STARTING
Language is an extension of our thoughts, and words are an extension of language. Drafting the perfect combination of words to best convey the message is a challenging, yet uniquely rewarding process. The perfect equation of nouns, adjectives, and verbs can turn a relatively uninteresting phrase into a dynamic one, one that will be meaningful to its audience. This careful creation of language is the seed of a beautiful communication piece.
E SEED OF A BEAUTIFUL COMMUNICATION
G POINT OF ITS VISUAL JOURNEY.
THE medium SETS THE MESSAGE in motion, ALLOWS IT TO TAKE FLIGHT AND ACQUIRE A PERSONALITY WITHIN SOCIETY’S COMMUNICATION ARENA.
While the message provides the roots of the communication piece, it is the medium that allows it to take flight, to acquire a personality of its own. The medium affects how the message is perceived by the audience, how its path is delineated from idea to their thoughts. Without a form the message is void of purpose, it is motionless. The medium
acts as a vehicle, maneuvering the message from author to reader. Again, just like the formula for the message, the selection of a suitable medium is a calculated art form. In today’s mass media, there is a plethora of communication outlets available to express a message, whether it be via the newspaper, a billboard, or a blog.
P rint, AS IT WERE, TRANSLATED THE DIALOGUE OF SHARED DISCOURSE INTO PACKAGED INFORMATION, A PORTABLE COMMODITY. – Marshall McLuhan
The invention of the moveable type printing press by Johannes Gutenberg in the 15th Century forever changed Western communication. It is said to have ignited the ideal of mass communication, permanently altering the structure and interactions of society. Knowledge became a commodity to be bought and sold, at least by those who could afford it. While this technology is often credited for wide-scale literacy, it wasn’t until the Industrial Revolution that books were affordable enough to be bought by all classes of society.
NavigatinG through the overpopulated waters of mass communication is a carefully crafted art form, not intended for the faint of heart.
Today, it is hard to conceive of the unavailability of information. Society has become accustomed to the constant bombardment of communication stimuli. As the invention of the printing press introduced information as a commodity to be bought and sold, the most crucial question authors, editors and designers now ask themselves is what will sell, what will drive the audience to consume this particular information. Whether
it be a message, a product, or knowledge, this is always the question at hand. Mass media is like a case to be cracked, a careful equation that must be considered and tested. The medium, the language, the type, and the imagery all have huge implications for how an audience will receive a communication piece. Miscalculate one element and your message could go awry; calculate right and your message will hit its mark.
THE Internet ALLOWS FOR A UNIQUE DIALOGUE BETWEEN USERS; THIS DIALOGUE HAS NOW BECOME THE ULTIMATE GOAL within the art of COMMUNICATION
The online environment presents a unique communication puzzle however. Because the Internet provides a completely different communication experience than that of conventional media, the formula for reaching a target is different. Reading a book, newspaper, or magazine is an independent, almost lonely, activity, while the internet is dynamic, allowing for dialogue between users. It is this dialogue that is the goal. The message not only needs to reach its audience, but it must instil a reactionary expansion, plant the desire within the audience to share the message with others.
Whether it be via the internet, a newspaper, or a magazine, packaging a message with the right language and aesthetic to best reach its intended audience is key. Understanding the intricate relationships and dependencies between a medium and society allows for smooth travel from the original idea to the audience’s consumption.
I have that understanding. may I come along for the ride?
Let’s chat.
Brittni L loyd COMMUNICATION DESIGNER
brittni.lloyd@gmail.com 604-671-3539
I’D LOVE TO HEAR FROM YOU BRITTNI LLOYD 604-671-3539 brittni@brittnilloyd.com www.brittnilloyd.com