Complete guide to communication: Keys to learning about communication strategies

Norberto Chaves The casting session Advertising spot for a brand campaign.

Norberto Chaves The equal and the different To provide a real basis for the idea of “originality”.

Guillermo Dufranc Healthy Food has Changed Packaging Design Since nutritional information became important and popular concern about it grew dramatically, many food brands have foreseen this as an opportunity to build their identity.

Luciano Cassisi Logo Functions Not all brands are used for the same purposes. Knowing in detail the functions that they must fulfill, is essential to design them well.

Fernando Del Vecchio Some ideas are too big We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?

Norberto Chaves Design and message credibility Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.

Pau De Riba What graphic design awards can't see This article analyzes the lack of information available to the design awards jury, and how that compromises their ability to actually evaluate the value of a project.

Jorge Luis Muñoz What is social design? Design's social impact is a research area not covered enough by designers.

Fernando Rodríguez Álvarez The citizen designer In the dark days that live Mexico, emerges a discussion about how designers get involved with social conflicts.

Norberto Chaves Corporate Brand: Selling a Design or Transfering a Resource? The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.

Norberto Chaves Don't Mess with My Design! The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.

Norberto Chaves A “graphic Houdini” The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.

Norberto Chaves With or Without a Logo-Symbol A brand choice conditioned by the profile of the organization and its communication.

Sebastian Guerrini How to Design Political Campaigns A recommended structure for designing a political campaign.

Fernando Del Vecchio And where are the opportunities? Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?

Norberto Chaves Verbal/Non Verbal as an Identifying Polarity The typological role in identity reference.

Raúl Belluccia And, how my client's brand is doing? To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.

Pau De Riba Invisible Design After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.

Jorge Luis Muñoz Social design: definitions Graphic design seeking for understanding between sender and receiver through communication.

Sofia Escudero Holistic and bimodal study in packaging The application of a multi sensorial study of packaging puts us nearer, more accurately, to a brand's global perception.

Fernando Del Vecchio The challenge of communicating value A question to which creative entrepreneurs have no answer to: the value of their proposal.

Premios Clap CLAP International Design Awards We launch the the first excellence awards for design, branding and communication professionals in Latin America.

Nathaly Pinto The Critical Designer and Material Culture Working unreflectively and predominantly for neutral or anti-social programs perpetuates a society characterized by inequalities.

Guillermo Dufranc The Rise of Craft Beer Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

Guillermo Dufranc Zero Waste Packaging: Possible or Not? Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

Jorge Del Toro What Does My Design Communicate? Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.

Jorge Luis Muñoz Social design cases Social design as a part of graphic design is not only a matter of concepts; it is fundamentally awareness on what is designed and what is done.

Fernando Del Vecchio A passion for design Who doesn't want to feel passion for what he or she likes, and loves?

Greta Sánchez Instagram: Rage for Ubiquitous Image The most succesful image social network, beyond predjudices about it triviality, is also a tool that can be used in marketing, visual education and ethnograpic research.

Ana Yago Purity The role of photography is still the same: to portray a moment. Real or imagined, the look of the creative is always there, seeing what others will see before shooting.

Alfredo Gutiérrez Borrero When Conviction Gets in the Way Not all pathways lead us to the same design, nor we all have to design through the same pathway.

Martha Gutiérrez Miranda Design and intelligence development Human beings are born with several potentialities marked by genetics; nevertheless, today we know that we can develop some others through certain stimulus, like design.

Fernando Del Vecchio Innovation on Design Is Not Inside Design Nowadays, is common to listen in almost every conversation “innovation” term. Everything must be “innovative”. However, innovation is not the same for everyone.

Carlos Rioja Vindicating Handwriting Design is often associated with normalization and sterilization. But handwriting is still a good way to reconnect with our roots and recover vitality.

Pablo Bertero Creative Myopia The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.

Juanjo Junoy To Think, Feel and Do: Three Clues to Perception Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.

Victor Garcia Kusi Kusi: Identity as a (regrettable) ‘State affair’ A recognized puppet theater from Lima, multi-award winning internationally, active for half a century, is claiming against Channel 7 TV Perust for usurping their brand.

Fernando Del Vecchio About Effectiveness Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.

Marco Rinaldi Management vs. Leadership We don't need to manage the present but we should lead the future.

José Antonio Giménez Ave, Caesar, Morituri Te Salutant The values and sensations that used to be conveyed through the physical characteristics of the medium should not be replaced by a void now.

Julio Broca Image as idea, graphic and message What is an image? How is it conceived? How is it part of a message?

Alfredo Gutiérrez Borrero Forum, “Fuero” and “Foras”! On the shared construction of a design without geographical, academic or professional boundaries.

Silvina Rodriguez Picaro Finding Your Perfect Brand Name Every company needs names for their business, for their products, for their services, for their procedures, and even for their mascots (if they have them)!

Daniela Del Pino Branding types Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.

Lorena Garcia Hidalgo Why Does the Client Think Different? When a client rejects our work is usually because we do not take their opinion into account. We think that it is only us, the designers, who have the knowlegde.

Sebastian Guerrini I am designer anthropologist My job, to design brands for clients who have an international projection, led me to do a different activity from the one of the traditional designer.

Sebastián Vivarelli Making a Living as a Designer Why designers'compensation continues to be so low? A question that still calling for an answer.

Guillermo Dufranc Strategy and Creativity are Part of Design Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.