The Art of Communication

Write to be understoodspeak to be heard

read to groW

– Lawrence Clark powell

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

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.

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.

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.

the message IS THE SEED OF A BEAUTIFUL COMMUNICATION

PIECE, THE STARTING POINT OF ITS VISUAL JOURNEY.

the message IS THE SEED OF A BEAUTIFUL COMMUNICATION

PIECE, THE STARTING POINT OF ITS VISUAL JOURNEY.

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.

the medium sets the Message in Motion, aLLoWs IT TO TAKE FLIGHT and aCQuire a personaLitY Within soCietY’s CoMMuniCation arena.

Print, 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.

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.

naVigating through

the oVerpopuLated

WATERS OF mass

communication is a

CAREFULLY CRAFTED

ART FORM, NOT

INTENDED FOR THE

FAINT OF HEART.

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?

CoMMuniCation designer

[email protected]

Brittni LLoyd

Let’s Chat.

i’d LoVe to Hear From you

BRITTNI LLOYD

604-671-3539

[email protected]

www.brittnilloyd.com