Global Trends

Are You Fluent in Animal?

When I was a toddler, my grandmother, who spoke mostly Japanese, taught me how to mimic the sounds that dogs, cats and horses make. So imagine my confusion when my kindergarten teacher asked what a dog says, and I quickly raised my hand and said, “Wan, wan.” She shook her head and asked the class, “Does anyone else want to guess?” All of the other 5-year-olds yelled out, “Bow wow” and “woof woof.”

It was then that I realized that every culture has its own impression of how animals sound. As graphic communicators, we should be mindful of this when translating a book into another language. It’s not just words that differ; it’s how sounds are heard too. Manchester, UK- author James Chapman made this point in a charming illustrated book called Soundimals, presenting 19 animals “speaking” 32 different languages.

View James Chapman’s language based art on his Tumblr and purchase his work on his Etsy Store.

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Quizzes

Quiz: What Does Your Brand Sound Like?

In the age of electronic communications, audio branding has become part of the product experience. An audio logo has to be unique, distinctive, appropriate to the type of product, used consistently so that it becomes familiar over time, and not annoying. It has to be recognizable even without lyrics or saying the brand name aloud. This quiz challenges you to match the visual brand logos with the audio logos that you can listen to in the numbered bands below.

The answers are listed below.

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Humor

GQ’s Trump Fashion Critique

Most magazines post editorial mission guidelines to define their target audience for advertisers and content contributors, explain their editorial focus and how it differs from other magazines in the same category, etc. Vogue, Elle, Marie Claire, and Glamour fall into the women’s fashion and style category, but each has its own unique perspective and tone of voice. Outdoor, Runner’s World, and Sports Fitness each cater to a specific demographic. Occasionally, a magazine will fudge its guidelines – like Sports Illustrated’s “swimsuit” edition, which is a stretch to claim that it has anything to do with sports or swimming, but would leave muscular jocks in tears if that issue was ever cancelled.

Lately it has been interesting to observe that a lot of magazines have strayed from strict adherence to their editorial guidelines and run articles touching upon Presidential politics. Teen Vogue, Scientific American, and Allure are just a few publications that found a way to fit a Trump story into their story format. GQ (Gentlemen’s Quarterly) recently came up with a clever way to stay true to its editorial position as the premier authority on men’s fashion and style by critiquing Donald Trump’s attire — a twist on the “Emperor has no clothes” tale, but in this case, the “President wears the wrong clothes.”

Typography

The Story Behind Comic Sans

Designers love to say that they hate Comic Sans. It makes them feel sophisticated and discerning. To admit any fondness for Comic Sans is the equivalent of saying you like to eat canned string beans and fried Spam sandwiches. You might, but you don’t tell anyone. So, it is refreshing to learn that designer Vincent Connare drew Comic Sans while he was Microsoft in 1995 and is proud that it has become an iconic symbol familiar to designers everywhere. Indeed, there are thousands of unknown type designers around who produce respectable fonts that no one uses, can recognize on sight, or can name. Comic Sans will live on, just like Helvetica and Bodoni.

Humor

How to Sell a “Generic” Brand?

How do you sell a product that is basically the same no matter the brand? You give it a personality. You imply brand preference. You make it fun and entertaining and arouse a fondness for the brand among shoppers. Such is the case with the UK’s Cravendale milk. Wieden & Kennedy ad agency in London did not try to compare Cravendale with other dairy products or talk about milk’s many health benefits. The Cravendale commercials, released in 2010, looked at a “consumer” segment that lusted after the product, which was doled out to them sparingly by oblivious overlords. In their frustration, they fantasized how they could seize power if only they had opposable thumbs. Then the milk would be there for the taking any time, any place. My kingdom for opposable thumbs!
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