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البساطة والتعقيد في بنية تصميم العلامات التجارية == Simplicity And Complexity In Brands Design Structure
Author name:
رؤى جعفر سعيد ياسين
Supervisor name:
مها اسماعيل علي الشيخلي
General topic:
Fine Arts
Specific topic:
Typographic Design
Degree:
Master
University:
University of Baghdad - College Of Fine Arts - Design Department
Language:
Arabic
University location:
Baghdad
First pages:
18T760 - p.pdf
Abstract:
This research addressed the subjects of simplicity and complexity in brands design structure, because these two styles of simplicity and complexity play an effective and important role in the design of brands in order to attract the largest number of recipients. The problem lies in how to use the styles of simplicity and complexity correctly and without exaggeration to deliver a clear message to the public. Thus, the messages will not be limited to the expression of the benefits of products only, but also calls for believing and trusting the brand for greater impact and effectiveness on the recipients, so the brand design structure is considered one of the problems faced by some companies trying to attract consumers to remember their brand and set it apart from competitors, and hence the researcher has put the following question : How is the simplicity and complexity in brand design structure exemplified? The aim of this research is to reveal the simplicity and complexity in brand design structure. This research focuses on the styles of simplicity and complexity in Ogilvy agency in the United State of America, in the years (2011 - 2012). Chapter two included the following topics : first topic : the concept of simplicity and complexity in art and design, second topic : simplicity and complexity in graphic design, and the third topic : the structure of brand design.The researcher then mentions one previous study (Brand Personality Creation Through Advertising Design), then the research’s procedures were mentioned, which included the research methodology and research population which was world famous brand designs. The study sample was chosen to be fifteen (15) samples consistent with the requirements and nature of the study, the researcher has shown the study’s tool represented by the analysis form which included several aspects and were presented to experts and research committee and based on that, the samples were analyzed. The results were based on the most important analyses, of the most important results : 1) the style of complexity in design is represented by an increase in elements during the suggestion process, as the design becomes crowded by many elements adding beauty and visual appeal denoting the vitality, youth and the spirit of the young because of the multiple shapes and colors and their variety. The multiple colors and vitality in design attractthe viewer’s eyes towards commercial advertisements and more importantly towards the brand.2) Globally, brands care about designing the shape of products, and having a unique identity distinguishing it from competitors in designing their products and keeping their principles of providing the same high quality and continuing in providing the best always, the outer shapes of a product helps remind people of the brand and sticks in their minds, even if a company wanted to change it in the future, it will try conserving the general and main style of the product shape, and changing simple minor things like the shape of the Fanta bottle in sample (4) and the shape of the Audi car in sample (13).And the main points of the conclusions : simplicity and complexity are important in brands design structure, and both are used by global brands, andit depends on the strength and success of the idea by the designer and the useof thoughtfully selected elements and how they are distributed in a way to attract attention. The most important recommendations : it’s necessary toselect appropriate elements in terms of colors, shapes, lines and graphics, and how to assemble them to attract attention in a way that achieves a successful thoughtful advertising message with strength in creativity. The most important suggestions : the aesthetics of the simplicity style in graphic design.
