August 2008
Design plays increasingly important role in advertising.
The results of the red dot award: communication design 2008 have been
finalised. In the competition, which is one of the most important and largest
design competitions worldwide, the international jury of experts had to sift
and assess a deluge of in total roughly 6,000 submitted works from 39
countries. Out of these entries, which were all from the field of communication design, 343 received the “red dot” distinction, and the “red dot: best of the best” for particularly outstanding design achievements was awarded 38 times. Out of the award winning works, 9 works are selected from entries based on the Chinese language.
This year for the first time a design company or communication agency will receive the honorary title “red dot: design agency of the year” for continuously above-average design achievements. The winner of this honorary award as well as the winners of the special awards “red dot: grand prix” and the “red dot: junior prize”, which comes with a prize purse of 10,000 euros, will be announced at the awards ceremony on 3 December 2008 in the gala hall of the Casino Zollverein. All prize-winning works will be presented to the public in an exhibition taking place at the red dot design museum in Essen, Germany, from 4 December 2008 to 11 January 2009.
“The current number of entries is proof of how sought-after the ‘red dot’ quality label is worldwide,” explains Professor Dr. Peter Zec, head of the Design Zentrum Nordrhein Westfalen and initiator of the red dot design award. “In fact, only roughly 6.5 per cent of all entries received an award – the competition is tough, and only the best, most creative entries from the twelve competition categories held up under the critical scrutiny of the red dot jury.”
Design instead of trivial advertising messages
This year, there has been a clear trend towards more and better design in the
advertising sector. “Agencies seem to have noticed that bad and trivial
advertising misses the advertising target and is only regarded as a nuisance,”
concluded the jurors from their observations. In contrast, good advertising was
attempting to offer well-designed information or an entertaining message
which did not have an annoying effect. This meant that also in the field of
advertising design was receiving a lot more attention. “Design quality in
advertising has improved significantly. While in the past design only played a
minor role in advertising, it is now increasingly gaining significance. Trivial
advertising messages are passé for the best of the industry,” summarises design expert Zec. “This is also the reason why the red dot design award is increasingly gaining importance with top advertising agencies. They also want to convince consumers with good design in advertising. The advertisers seem to have understood that consumers have become more demanding. This does not only apply to buying decisions but also to the attention that is paid to advertising. People want more authenticity and less annoyance!”
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