n.b.: This is a long post on graphic design, typography and commercial art. It is full of images. Peruse if you wish, but don’t bill me for the bandwidth suckage, or any other suckage you may encounter. Caveat lector.
I take a relatively unorthodox approach to graphic design, it seems. Relatively in the sense that what I do is atypical for healthcare marketing, but actually somewhat passé in the larger world of commercial art.
Vogue in graphics seems to be tribal designs (a la intricate aboriginal tattoo art) and really exquisite, though to my eye cluttered, cursive script with lovely roundy swoopy flourishes. While this stuff is pretty, it tends sometimes to the too-symmetrical for my taste (I prefer the tension that follows classic Rule of Thirds placement), and often seems to occupy the entire visual frame (I’m a big believer in negative space, particularly where display ads in publications are concerned — a quarter-page ad in a cluttered newspaper or magazine that’s at least half whitespace is a hell of an eye-catcher, not the least because there’s lots of room for the visuals to breathe, and it brings the focus to the crucial content).
I haven’t imported that vogue into the stuff I do professionally, but I also haven’t made much use of the trends in healthcare marketing graphics, which seem to be a bit sterile.
Remember when Windows NT 4 debuted? It came with some low-key, grey-blue themes that seemed very modern and business-professional, quite unlike the gaudy choices available under Win95, and I don’t think I was the only NT sysadmin who adopted the battleship-at-midnight motifs available.
But hey, that was 1996, and things progressed since then. Right?
Riiiiiiight.
Healthcare graphic vogue seems to be a kind of extension of the decade-old NT4 trend. Colors seem to largely be muted, cooler pastels; and fonts are typically ultra-crisp, ultra-clean sans-serifs set in sizes that are too large at 12 points. Lines and borders tend to be smaller than one point, and gradients, if they’re used at all, are muted and heavily reduced.
I’ve made use of that a bit, actually, with an ad that I developed a couple years ago now but still recycle, because it’s so damn clean:

Ha, well, compare that with the ad placed, in the same publication, by MedCath, the hospital consortium that’s got a project under construction nearby. (They’re not really worrying anyone here; as a for-profit hospital, and one that offers considerably fewer services than ours, with a third of the beds, well, they’re just not exactly competition. Particularly if you’re not rich, or don’t have insurance.) The quality here isn’t ideal; this is a scan.
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