The Tribune

By Deidre Bastian

A problem will not disappear if it is left unsolved. As human beings, our desire is to make life easier by solving challenges that exist daily. Such a concept also exists in the world of design and advertisement, as “primarily all design starts with a problem”. There is only one solution to correcting it, which is proper marketing.

It all begins with opening every door to see where an idea fits, knowing what’s to the left and right, what’s behind and ahead, and giving a firm grounding of where everything is located. It is about setting the desired framework to explore a range and mood to action.

Tension sometimes arises from misunderstanding, as most people misinterpret the comparison between advertising and design. Both aim to achieve meaning and significance upon completion.

I recall that when I initially pursued this profession, my associates felt advertising was superior to graphic design, as it offered better ideas and produced important things such as television commercials. This compared to graphic designers, who seemingly only made things look pretty. Design is central to every man-made product, process and activity despite brilliance or mediocrity, and is everywhere.

Given that I’ve gained a broader consciousness and perspective on both platforms, I maintain this core philosophy which still dominates: That advertising, marketing or design, despite their assignments, is ineffective if it does not persuade or evoke its target market “emotionally”.

In light of this approach, advertising communicates quickly and clearly, and usually gets a design message into our conscious or sub-conscious minds when a design or product is completed. It is perhaps a smaller part of a much larger universe, but what gives advertising its own little horn?

The function of advertising is primarily a practical one, as it is directed towards a particular end. It must communicate quickly and clearly, and in doing so, attract attention and induce a positive attitude to the message instead of a passive one

Advertising looks to the unknown for ideas and searches inward, rather than outward, for context. It is less about exploring all the different doors and where they lead, and more about finding ones that can serve the function.

I’ve observed much advertising that is overly decorative, due to lack of decision or reasoning, with the absence of logical solutions and aesthetic values that hardly solve any marketing problems…but most times create them.

Nonetheless, design and advertising exist in overlapping worlds, and the purpose of their existence is not to fight but to complement each other on a successful project. What a beautiful partnership!

Together, they can both produce lasting values. However, their call to action should express one single message: “Buy this product” or “Try our service”. So until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game! Happy Easter.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas