Design Matters: Let your fingers do the walking

Yellow Pages, in our opinion, tried to draw the gap between the 2 media, print design and web design, to be much closer. Though we cannot confirm this, from TILT’s perspective, “Let your fingers do the walking” was the tagline which Yellow Pages developed to bridge the gap.

Some may argue that of course, the tagline itself is very apt as they are encouraging the end users to browse the hardcopy Yellow Pages. We argue that they try to bridge this gap simply because of the fundamental difference between print design and web design and we say that Yellow Pages understands that!

Print design is about letting your eyes walk over the information, selectively looking at key messages and using spatial justaposition of every element on that page / product to enhance and further explain themselves. Just remember, the very last time a brochure / poster caught your attention, was it a case where your eyes had “walked” to the information? Or was it your hands?

Web design functions by letting the hands walk to the information. This can be achieved either through scrolling or clicking. This relationship of information release is part of the interaction with the human body. Do you remember the details of a webpage? More often than not, you will find yourself bookmarking a webpage so that you can “walk” back to that page one day when you need the information.

If you understand this key difference, you will understand why TILT has an alternative view to “Let your fingers do the walking!”

You guys are great!

We recently organised a paintball team-building event for GIC Real Estate on 7 October 2008 at Red Dynasty Paintball Park. As you may know, Red Dynasty Paintball Park is situated inside Bottle Tree Park.

The fact that TILT is the official photographer for Singapore Paintball Novice Series 2008, organised by Paintball Association (Singapore), which is coincidentally held also at Red Dynasty Paintball Park means that we have had a long relationship with the staff there. In addition, with the revamping of the website of Bottle Tree Park, we were treated with a very warm reception. This great service, of course, was passed on to GIC Real Estate. The guys from GIC were sweating it all out, constantly strategising on how to win. The weather held up and the guys simply had a blast of their time. We will like to thank Bottle Tree Park on truly showing us that they are the Venue of Choice, a tagline which we had developed for them.

We were glad that the folks at GIC had throughly enjoyed themselves that day and what pleased us more was a simple short thank you note from GIC throughly warmed our hearts! These small thank you notes really make our day! We thank the guys from GIC too for their kind gesture!

It has been great working with you and your team from TILT!

Greg Baptist
Vice President
Administration and Corporate Affairs
GIC Real Estate Pte Ltd

Design Matters: What’s in a tagline?

A tagline is a sentence that artistically sums up the solution that your company can provide. It is also the key message for your business and it may be the most important part of your promotional writing.
Getting it right, however, can be difficult. The shorter it is, the bigger the challenge it is to write it.

In one of our recent projects, FusionoPolis, we were discussing the FusionWorld Gallery Invitation Card design with the client. We suggested exploring having a tagline for the invitation card. After the initial resistance from the client, they decided to listen to our piece. Our reasoning for including the tagline was simple. After listening to the design brief, we felt that by including a simple and yet clever tagline, people will remember it and then forever associate it with the business.

Our proposal was “FusionWorld…a blueprint to the future!”
Client’s response…dead long silence….and then came the reply “Good. Let’s give that a try!”

From TILT’s perspective, we sure were glad that the client decided to consider such a tagline. This tagline is something which we felt captures attention. It encompasses everything that is related to the business and most importantly, it drives a point to the target audience. It is short and is positive! With it being easily repeated, the tagline basically fulfills all the necessary guidelines to ensure that it becomes one which is successful!

Stay tune in the future to see if the client gets that tagline passes through the committee and management. If you remember it in the future, then you know…what’s in a tagline.