REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Bad design—the Bermuda Triangle for marketing messages A van traveling around Baltimore caught our design attention. The connection between the company name and the symbol is an unsolved mystery. Yes, there’s a triangular shape in there, but the dictionary asserts that a triad is a group of three. Why are there are only two arrows? We communicators are responsible for driving our messages home, so we need to be on the lookout for phrases and pictures that take our audiences off course. The ancient Greeks knew this when they created the symbol for trinacria, the ancient name for Sicily. The symbol’s three feet represent Sicily’s triangular shape and the three points of the island that face different directions. The symbol is so powerful that it is still in use today, on the flag of Sicily. Don’t let your marketing messages disappear into the Bermuda Triangle of bad design—make sure that graphic elements and words work together to keep communications on track.

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