The power of simplicity (Aaron Beaudoin, TWR Class of 2014)


As proprietary technologies fight for relevance in a competitive market, it becomes increasingly important to establish a recognizable brand through an on-line presence. As such, I predict that brand recognition will become a higher priority than content development. Corporations will attempt to become household names based on certain typefaces and colour schemes.

Colour scheme and typeface identifiers can already be seen in social media circles, with Twitter and Facebook each claiming their own shade of blue and their own sans-serif fonts. However, where this change will be most noticeable is in small to mid-sized businesses, where on-line presence is not yet fully recognized.

Small and mid-sized businesses are sure to allocate resources to the development of extra-graphic visual elements that are simple but memorable. Logos will have high figure-ground contrast within web pages and will be scalable based on the type of device that the audience is using. At the same time, these businesses will seek to create content that is easily digested through the reduction of intra-graphic elements and the increased spacing between textual units.

Time spent developing visual elements for company websites will lead to the conveyance of the intended tone of the company and will increase ethos in terms of the customer’s interactions with on-line content over various medias. The ultimate goal for these companies will be to have the public associate certain colours and typefaces with the particular company, even when observed out of context.