Differentiate by Design

Design is the easiest and maybe the best way to differentiate yourself, product or service. When I say easiest, that can be misleading. I mean it is quick. It is very apparent. However, the design itself may not be easy. For example, the poster design for the 2010 Spoleto Festival in Charleston is only appreciated by those who can see the Emperor's new clothes. It is not attractive, it is not interesting, it is not about art--visual or performing. It is sad.

Design can enlighten and promote. Design can create emotions. In the case of the Spoleto Festival poster it is a disappointing emotion. Rather than pick a name designer the Spoleto Festival would have done much better letting design students at the College of Charleston or Savannah College of Art and Design compete.

Maya Lin's design for the Vietnam Veterans Memorial in Washington was impressive and emotional. But she failed on this design. I suspect you will see this poster being offered for sell on the Spoleto website for many years to come.