Successful corporate communication influences financial success
Results of the red dot award: communication design 2004 show:
Companies appeal to target groups on emotional level
Whether on their web-sites or in their business reports – today, companies increasingly try to appeal to their target groups’ emotions. This is one of the trends, which has become apparent in this year’s red dot award: communication design. The best works in the field of communication design are selected annually from among the numerous entries in this competition.
Today, purely factual information rarely stands by itself, but is rather embedded into a network of additional information, photos and high-quality design. The target groups are addressed on an emotional level, thus becoming loyal to the company, the brand or the event, respectively. This has become particularly clear in the categories ‘Financial Communication’ and ‘Corporate Communication’ of the red dot award: communication design competition 2004. In their business reports, companies not only present results and figures, but make great efforts to appeal to investors’ and clients’ emotions. “The listed companies, in particular, have recognised, that they have to increasingly invest in communication to win back the investors’ trust,” summarizes Professor Dr. Zec, initiator of the red dot design award, “because in the financial system success and failure are closely related to successful financial communication. This also includes, apart from the expected factualness, appealing to the target groups’ aesthetic vein with the help of catchy design and illustration.”
This year, the jury of nine international design experts faced a flood of 2,936 entries from 27 countries. 198 times they awarded the red dot quality label for outstanding design and 31 times the ‘red dot: best of the best’ for the best of the ten categories.
There is one innovation regarding the honorary prizes. The competition remains full of suspense, because the winner of the ‘red dot: grand prix’, worth € 10,000, which will go to the best work of the complete competition, and the winner of the ‘red dot: junior prize’ for the best student work, worth € 2,500, won’t be announced until the festive presentation of prizes on 3 December in the Essen Philharmonic Concert Hall. For each of the two prizes three works have been nominated.
The nominees for the red dot: grand prix are:
• “Wörlitz. Ein Hort der Toleranz” (“Wörlitz. A stronghold of tolerance”) advertising campaign by Heye & Partner, Unterhaching
• “Wer’s glaubt wird selig” (“Nonsense”) exhibition design by Jäger & Jäger, Überlingen
• “Crop Series” catalogue by Segura Inc., Chicago, USA
The nominees for the red dot: junior prize are:
• “Save your face!” TV-spot, Daniel Janssen, Hamburg
• “Stadt- und Bürgerkommunikation – Ein Corporate Identity-Konzept für die Stadt Wuppertal” (“Communcation for a city and its inhabitants - a corporate identity concept for the city of Wuppertal”), Nicolas Markwald and Nina Neusitzer, Wuppertal
• www.slewe.nl web-site, Nils Schrader, Amsterdam, the Netherlands
The € 10,000 prize money for the winner of the red dot: grand prix has been sponsored by Krenzler Graf Biermann oHG from Essen, which is the main sponsor of this year’s competition and one of the largest Allianz Insurance chief agencies in Germany. With this co-operation, the company is continuing its long-standing successful partnership with the Design Zentrum Nordrhein Westfalen. The € 2,500 Prize money for the juniorprize is sponsored by AGD, Alliance of German Designers.
This year, the ‘red dot: digital media’ has been announced for the first time. This prize will be awarded to the best work among all entries in the field of digital media. This includes works of the multimedia category such as web-sites and CD-ROMs, but also computer graphics and computer animations, trailers and TV-spots. The winner is the interactive installation ‘floating numbers’, which was created by the Art+Com design studio for a special exhibition of the Jewish Museum in Berlin.
Presentation of prizes and special exhibition
On 3 December, the prize-winners will be honoured at the festive award ceremony in the Essen Philharmonic Concert Hall and at the opening of the special exhibition in the red dot design museum.
The prize-winning works will be exhibited in the ‘Design Innovations 2004: red dot award’ special exhibition in the red dot design museum in Essen from 4 December 2004 to 9 January 2005.
Just in time for the presentation of prizes, the documentation of the competition, the “International Yearbook Communication Design 2004/2005” will be published by avedition.