Different strokes

There are as many different ways to approach design solutions as there are clients. The only consistently successful approach is to develop a strategy based on experience, creativity and knowledge of the client and product - embracing a knowledge of the surrounding culture and attitudes. Here, Adam gives a brief insight into how attitudes to design and advertising differ either side of the pond.

I have been lucky enough to experience two very different design cultures. Advertising and design in the United States tends to err on the side of conservatism, there is little trickle down influence from the avant-garde. Campaigns are more likely to focus on the ‘hard sell’ instead of attempting to play upon the desires and emotions of the consumer as is common on this side of the Atlantic.

Whilst completing my design education in the US, I learnt that some of the most successful advertising is simply the product on a page with a factual description. In other words, let the product sell itself. This approach has always worked well with an American audience but the European consumer appreciates a more nuanced pitch!

Advertising, design and branding in the European market concentrates to a large extent upon building an emotional experience and an aspirational lifestyle around the product it is marketing. For example, the differences between advertisements for cars in the US and in Europe are incredible. In the States you tend to see simply the car and the price. Whilst here, the advertisement usually tells a story that attempts to draw in the viewer and engage them in a more sophisticated way.

The divide between design cultures is closing with the rise of the internet and increasing globalisation. The advent of blogging allows for much closer links and dialogues between designers from many different regions. End users are becoming increasingly clued-up, they are aware of the way in which advertising plays on their desires and it is up to the design industry to respond to this awareness in increasingly innovative and imaginative ways.