Looking at the design, structure, format, tone of voice of Annual book/website
D&AD
- Corporate
- Clean
- Structured
- Dense
- Visual
- Commercial - paid work
- Serious but with a create edge
- Intimidating
- Loud
- Embellished
YCN
- Inspiring
- Playful
- Creative
- Tactile
- Expressive
- Vibrant
- Social influence
- Functional
- Understated
- Student focused
Consistencies in award winning work
Nothing is open to interpretation, everything is placed in context. D&AD more seemed like real commercial responses whereas YCN seemed more hypothetical. There are design campaigns that informs everything about a company/brand which works for their whole image - idea and concept driven. Impeccable presentation so photography, design decision, layout must look really good. The idea should be simple and clear so it doesn't come across as complicated to the audience. Make the audience feel like they're intelligent as it makes them like it more as they understand the design. The design should be innovative so that it stands out from other designs.
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