Wise words...

I was recently reading Design Week and stumbled across a great article about the Next Big Thing. Here are some of John Allert's thought's for 2007.

"Effective Design has its roots in order, clarity and beauty. In 2007, brand owners will continue to realise that these outcomes of design, while still relevant, are no longer enough to win the hearts and minds of consumers.

Increasingly, words are being used by more visionary brand designers to facilitate and encourage a dialogue between brand and buyer. Not advertising, but genuine brand communication. Integrating a brand's tone of voice or verbal identity with a relevant visual personality is not in itself new. When was the last time you were able to sit through a workshop without someone mentioning Innocent Drinks?

What is new is the level of pressure on designers to forge connections between brands and punters by using words cleverly. Clients, many let down by the absence of real resonance generated by traditional advertising, are being forced to take risks in how they communicate.

Words are their new weapon, not price deals, loyalty schemes and endless punning. It seems to me the term graphic design will be a long time dead. Design can no longer be defined by the visual. 2007 will be the year off the words used wisely."

Your thoughts please...