Last night’s Academy Awards (aka The Oscars) fail wasn’t just an error because of a duplicated envelope, personally I think it was the fault of poor design. No different from the infamous “Steve Harvey moment”.
As we all watched Warren Beatty’s hesitation to announce the winner of ‘Best Picture’ at the 89th Academy Awards, you knew something was definitely off. Faye Dunaway seemed to have been completely oblivious, no fault of her own since part of the problem was being handed the wrong envelope. However, the real problem was ‘bad design’.
Good design would’ve eliminated that colossal fiasco that was the presentation for ‘Best Picture’. All it needed was a better layout and simple adjustments in specific font size for the award category (Best Picture/Best Actress) and film title (Moonlight/La La Land).
Here’s a closeup of the design layout used versus my interpretations of how the cards should’ve been done.
Good design should facilitate clear communication. The reader should be emboldened to read without second-guessing what’s presented before them.
For your consideration, my design alternative that uses the same information with just slight tweaks in the layout and font size, where applicable.
Increase the font sizes for the most important information and change around the layout.
Hollywood’s biggest night will take place on March 2nd and if you haven’t figured out what I’m referring to then you, my friend have been living under a rock (SPOILER ALERT: Oscars 2014)! The 86th Academy Awards will feature films such as The Wolf of Wall Street, 12 Years a Slave, and Captain Phillips, all nominated for ‘Best Picture’.
The best part of the movie industry outside of the movies themselves, have always been the creative design of the movie posters. Some of them are works of art that are etched in our minds for the rest of our lives and in some instances; they’re also hung from our walls (collector’s item). Some we’d like to forget and others were a guilty pleasure, like those old Kung Fu movie posters from the 1970s and 80s.
Many of my days were spent staring upwards at posters displayed on the sides of an old cinema in the town where I grew up. Some of the most iconic movie posters in my opinion and in no particular order (and some of you will agree with me on this) has been the following:
The Godfather (1972)
Indiana Jones and the Temple of Doom (1984)
The Silence of the Lambs (1991)
Jurassic Park (1993)
The Dark Knight (2008)
So what makes a great poster? Attention!! No, I wasn’t shouting just then… but attention is a key element to creating a successful poster. Your design must pull the reader/viewer/passer-by in; the rest of what is a famous sales formula (AIDA) includes: interest, desire, and ACTION (in keeping with the spirit of the movies)!!
Next it is important to note that design can communicate a lot by using a little. For this, iconography becomes crucial. Toss in a picture that is worth a thousand words and you literally will only need a few words to add to the overall design. Those “COMING SOON.” posters are perfect examples.
How do you create interest? Simple — create a movie poster that’s visually engaging. At this point you’re beginning to see that the success of earlier Hollywood movies was propelled by their complementary poster or series of posters. Ensure the design of your poster matches the theme and genre of the movie. Sounds obvious enough, but many a designer loses sight of their overall goal during their “creative process”; I know I have many a times.
By now you’re well on your way to creating desire or audience appeal. I’ve come to notice the reason I was also drawn to movie posters was because of the actors and actresses headlined. You’re trying to tell me that if you saw one of your favourite movie stars on a poster that you wouldn’t want to go see the film? For those of you who said “no” then I guess you saw the text “Directed by: M. Night Shyamalan” towards the bottom of the poster too.
In some instances, there have been movie campaigns that introduce a call to action that compels you to make a ticket purchase. I suppose at the end of it all, the best way to gauge the success of your movie poster is the movie’s performance at the box office. Clearly you contributed to winning over the audience.
Before those golden trophies are handed out to the best of the best tomorrow night, make sure you take the time to check out the posters for this year’s nominated films, you may just find a few iconic ones for 2013.
Here’s to the movies and to the designers that make them what they are!!
Fun challenge: Can you name all the directors of the movies with iconic posters listed above?
What’s your favourite movie poster(s)? Leave me a link in your reply; I wouldn’t mind seeing them as well.