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GDUSA

Graphic Design USA Magazine

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March 2014

Guest Blog Post by Image Source

Seniors/Matures will change advertising, not just in the kinds of faces we are likely to see, or the stories that will be told – tone of voice will be markedly different. Welcome to the world of “Senior Kink”

There’s a line between the mocking and the eccentric that sensitive creatives carefully navigate. Let’s call this emotional and psychological line the “Kink”, were the line twists and bends into a shape that doesn’t fit with the linear. It’s a bit unexpected. It’s what happens when you get to a certain age, you’ve seen stuff before, the line of time starts repeating itself, there’s a certain unself-conscious freedom which comes from being less socially visible, less conventionally ‘beautiful’ or ‘handsome’ in advertising terms. Let’s call this twist in ageing “Senior Kink”.

Image_OneStill from Southern Comfort’s Whatever’s Comfortable Campaign

Wieden + Kennedy’s Southern Comfort are advertising pioneers of “Senior Kink” – a man walks across the beach, oblivious to everything, not least his own lack of style – shoes and socks – which by virtue of that becomes a style.

Image_TwoStill from Southern Comfort’s Whatever’s Comfortable Campaign

Or in the second iteration, the 50-something man in the snakeskin boots getting a hair massage and putting on his glasses to sneak a look at the attractive middle-aged woman sitting opposite. Or the third ad where the same man performs his ‘shadow’ Karate in the hairdresser, hair in colouring-foils, before retiring to his seat with a glass of Southern Comfort.

It’s no surprise that Beach picked up Gold at the Clios, at Cannes Lions and was the most successful ad at the recent British Arrows Craft Awards.

Why? Read more on the Image Source blog here.

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For every two graphic designers, it seems,  there are three opinions. I’ve been studying answers to questions we pose each year to our People To Watch and Students To Watch — favorite book, fine artist, music, website, etc. — to mine for clues as to what you all are thinking, feeling, planning, doing. As usual, it is largely a fruitless and patternless task. For example, the 2014 design students cumulatively listed 55 favorite bands; not one single musician is mentioned twice. Another example: this year’s group of working designers mentioned 51 fine artists, with no overlap but for two mentions of Miro and Picasso.

Nonetheless, I did manage to find a couple of points of consensus. One relates to favorite gadgets: the Apple “i’s”, as in iPhone, iPad, iPod, are popular. Yawn.

Movies turned out to present a more intriguing accord. Among this year’s People To Watch cohort, Blade Runner is the clear favorite.

blade-runner-2-movie

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GDUSA has been covering stock imagery for three decades. It is clear that the story of stock imagery for creative professionals is an evolution from analog to digital, from slow to fast, from lack of choice to abundant choice, from expensive to affordable. And, most of all, from complex to simple.

TITRE

The next step in simple, says stock industry veteran and serial entrepreneur Oleg Tscheltzoff, is the Dollar Photo Club. In an interview with GDUSA, it became clear that Tscheltzoff has thought long and hard about how to eliminate the last obstacles to easy image access. Honing in on the values of simplicity, predictability, and efficiency, he explains: “Customers are tangled up in plans they don’t need, use, or even understand. Pricing structures have become an unruly mess that needs to be scaled back and simplified for the benefit of customers — not for companies and shareholders … So we’ve created Dollar Photo Club, which gets right to the point, offering straightforward access to over 25 million professional images for $1 each, at one low monthly fee. Dollar Photo Club customers pay only for what they use, nothing more, and always just $1.”

DOLLAR PHOTO CLUB

Tscheltzoff says that the new venture from Fotolia, a royalty-free image provider he founded in 2005, delivers high-resolution photos “always at the biggest size” and also offers vectors. Approved members can access the 25 million premium content images, and a reported 150,000 more are being added each week. For members, there are other select benefits and offers from high-value partners as well. The bottomline, he says, is that simplifying the price will be a significant time-saver, since it eliminates shopping for price on traditional sites, does not require signing up for large plans with lots of credits or downloads. “There is only one plan and one price,” says Tscheltzoff. In response to our question, he says that video and audio are under consideration, but not likely to be launched in the near future.

Click here to learn more about Oleg Tscheltzoff

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In a recent column, to make the point that time was passing me by, I noted that U2 was the last band I cared about. Since we asked our annual People To Watch panel who was their favorite musician, I looked back to the January-February magazine to see if there was a consensus or a pattern. But this being the graphic design community, there was no agreement, only lots of diversity.

Beatles-The_Fabs

It turns out that the Beatles topped the list, technically speaking, since they received a handful of mentions. Indeed, the top ranked favorites were:

1. The Beatles
2. Kanye West
3. Radiohead
4. Rihanna

Lest there be any sense that there was consensus, one Person to Watch stated that he favors “anything that Kanye West hates.”

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