Are we all just a bunch of begrudgers? It seems like comparing ourselves to others is as Irish as a pint of Guinness. But let’s face it, this habit doesn’t just mess with our heads, it holds us back big time and it can have a big impact on others. How do we shake off this comparison bug, especially in the world of business?
Thinking about this topic I am suggesting just a few tips about how to keep your sanity and success intact!!
Comparison is The Thief of Joy
Do not fall into the trap of comparing yourself to others, someone will always be nicer, more confident and successful than you in your mind.
We limit our own success by the narrative in our heads. Instead of comparing yourself to others, redirect that thought into self motivation. Don’t let yourself get caught up in that toxic game, use that energy to fuel your own fire. Get a good planner, ( I highly recommend Life Flow Planner) and map out your own goals by month, week and day.
Break the Cycle with Gratitude
Work on cultivating gratitude. Rather than dwelling on what you lack compared to others, appreciate what you have. Gratitude shifts your perspective from scarcity to abundance. Take time each day to reflect on the things you’re thankful for, whether it’s rocking a presentation, coming up with a unique idea or supporting your colleagues, practising gratitude can help you find contentment and fulfilment in the present moment.
I guarantee that with that frame of mind each day you will head home satisfied and in better form.
Surround Yourself with The Right People
Curate your social circle in work, to include individuals who value your growth and well-being and do the same in return. Choose to associate with people who celebrate your successes and encourage your growth. Limit your exposure to negative influences, whether it’s social media accounts, business platforms that trigger comparison or individuals who constantly undermine your confidence, take credit for your ideas or try to put you down as you succeed in achieving your goals.
Remember, breaking free from the comparison trap is a journey, not a destination. Be patient and compassionate with yourself as you navigate this process. With persistence and determination, you can cultivate a mindset of self-acceptance and genuine happiness for yourself and others in your day to day working life.
As I travelled to Cork for some client and team meetings today, I found myself seated across from the marketing team of a global makeup brand.
While I worked on my emails and tried to listen to a mafia podcast (I find them calming, ok!) I couldn’t ignore their constant badmouthing of their fellow colleagues. Throughout the two-hour journey, they discussed a plethora of topics, often mentioning how they would “cut someone down” and “give people what they deserved“.
As the Head of Communications at Fuzion, I’ve seen first-hand how crucial it is to have a workplace where people feel valued, inspired, and happy to come to work every day.
Let’s dive deeper into why a positive work environment is crucial…
Unlocking Potential:
When we’re in a supportive and encouraging environment, it’s like unlocking our superpowers. We’re more motivated, productive, and eager to take on new challenges. Recognising each other’s efforts and celebrating wins creates a cycle of positivity that fuels personal and professional growth. It’s not just about doing our jobs, it’s about thriving and reaching new heights together.
Prioritising Wellbeing:
For many, the Sunday fear is a real thing, and this is something I’m completely against as a good work-life balance is imperative. Letting colleagues know you are there for them and have their back has a huge impact on how people approach their day. Having compassion for our team members is important, and making sure we are mindful in how we approach situations, working on solutions together. That positive energy spreads like wildfire and makes our workplace a happier and more fulfilling place to be.
Fostering Creativity:
Creativity doesn’t happen in a vacuum. When we create a culture where everyone’s ideas are welcome and encouraged, magic happens. Sharing diverse perspectives, brainstorming together, and supporting each other’s creativity leads to breakthroughs and amazing campaigns and strategies that we are excited to progress.
Overall, creating a positive work environment isn’t just about boosting morale, it’s about creating a thriving ecosystem where employees can reach their full potential, contribute meaningfully to company success, and find fulfilment in their work.
It’s important that you play your part in creating that positive atmosphere – is there a fertile ground for negativity or is it quickly something that is not given oxygen and it dies out?
As good always wins over bad, positivity always wins over negativity, and it is everyone’s individual responsibility to champion a culture of positivity, collaboration, and growth in the workplace.
In any case, what atmosphere would you like in your workplace?
#WinHappy
Stephanie
Stephanie Stafford is Head of Communications at Fuzion, a Brand Communications agency with offices in Dublin and Cork.
The 58th Super Bowl takes place in Las Vegas this Sunday as Kansas City Chiefs take on the San Francisco 49ers. The Chiefs and star quarterback Patrick Mahomes head into game slight underdogs as they look to win back-to-back Super Bowls. However, off the field there will be an arguably even greater battle with brands fighting against one another to grab viewers attention through well-orchestrated advertising campaigns.
When it comes to marketing, there are not many bigger events to showcase your brand and products than the Super Bowl. The Super Bowl brings you the audience but it comes at quite the cost. It is estimated that a 30-second commercial spot during this year’s game costs about $7 million. That’s a lot of dough for just 30 seconds!
While a Super Bowl commercial guarantees you over 100 million viewers and huge exposure for your brand, companies and their marketing teams will also want bang for their buck. This means coming up with impactful advertising campaigns that resonate with the consumer watching at home, which is easier said than done which all marketers will be aware of.
ARLINGTON, TX – FEBRUARY 06: A Doritos ad is displayed on the screen during Super Bowl XLV at Cowboys Stadium on February 6, 2011 in Arlington, Texas. (Photo by Tom Pennington/Getty Images)
As Super Bowl ads get more expensive every year, it is no longer financially sustainable for companies to just take out commercial advertising for the Super Bowl. What we increasingly see is that companies are taking a two pronged approach to their Super Bowl marketing campaigns. This consists of both TV commercials and digital advertising, often through the various social media channels.
TV commercials allow companies to hit many consumers immediately and all at once. Digital advertising provides the opportunity to target those same consumers online many times, both before and after the game, to further increase brand awareness and enshrine brand identity in the minds and even sometimes in the hearts of the public.
Now let’s get into the marketing campaign itself.
Brands can struggle with what tone they should take for their Super Bowl advertising. Is it better to take a fun and upbeat tone that may provide a moment of relief during what can be an intense sporting event for football fans or will a more hard hitting campaign with strong emotions and drama resonate with audiences greater?
Typically, companies tend to keep campaigns light hearted and fun. For example, this year Ferrera Candy Company has teamed up with TikTok content creator and now movie star Addison Rae to promote their Nerds brand. For those of you who don’t have a sweet tooth, Nerds are pebble-shape neon coloured candies. The aim of this campaign is cross generational appeal.
Addison Rae rose to fame on TikTok for her quirky dance videos and has now amassed 88 million TikTok followers and over 30 million Instagram followers. The Nerds Super Bowl ad campaign involves an initial 15 second teaser video of Rae in a dance studio trying to train the unidentified star of Nerds’ big game commercial, which is set to the song ‘What a Feeling‘ by Irene Cara.
This is then followed by a longer 30 second commercial which presents Gummy, a brand persona created to resemble the company’s Gummy Clusters product. The personification of the distinct taste combination of both crunchy and gummy in a single candy piece is achieved through the character. The commercial then returns to Rae, who is seen eating Nerds on a sofa with joy.
Rae is an ideal choice for this advertising campaign because her fanbase would be Gen Z and this audience is the core target market of the Nerds brand. Meanwhile, the song choice of ‘What a Feeling’ by Irene Cara will resonate with older audiences as this is a song from the classic film Flashdance. This helps to create the cross-generational appeal that was mentioned above.
This is Nerds first-ever Super Bowl advertising campaign in its over 40 year history. The Nerds marketing team would have spent a lot of time working on this campaign in order to perfect the right approach that promotes brand awareness and also entices consumers to buy their candies. Like with all major marketing campaigns that are consumer focused, the success of this campaign will be measured by whether there is an uptake in sales of the candy following the Super Bowl.
If not, the suits at the top of Ferrera Candy Company will more than likely question the approach taken by the Nerds marketing team. If so, the campaign will be a success and the marketers at Nerds will be celebrated for their work.
Hence, reiterating the title of this blog that the Super Bowl for marketers can be a blessing and a curse!
It has been widely covered lately in the news that the famous Pairc Ui Chaoimh in Cork is considering a substantial partnership with the supermarket giant SuperValu as a title sponsor. This potential deal includes changing the name to ‘SuperValu Park’. While I’m not going to offer my opinion one way or the other about this name change, I will say this – when considering a Brand Name it is crucial to remember that the name is just as important as the item being named.
The name is the very first introduction to any business or product, the same way as when we meet people for the first time we usually say something like “Hi, I’m […] nice to meet you”.
In business terms, the name of a business or product has to be memorable (for the right reasons) and have a meaningful connection to the offering or its heritage. In some cases, using an abstract word or even coming up with a completely new word can work really well, for example Accenture (a hybrid of Accent and Future) or Facebook or Google. This approach can be very effective when the business is offering something totally new or is evolving into new markets.
When it comes to renaming something that has been in the public domain for decades, loved by them, supported by them and has a place in their special memories, the new name needs to resonate. While the general public do not own the physical Pairc Ui Chaoimh, they do own its brand … that exists in the hearts and minds of the people who know it.
A few years ago, Tayto Park announced the end of their title sponsorship with Tayto. A new funding partnership could have meant a new title sponsor. They chose to name it Emerald Park, referencing Ireland’s ‘emerald Isle’ reputation and the lush green impressions that County Meath has.
The name resonates with people in Ireland and helps appeal to international visitors. Instead of doing a deal with a title funding partner, they took the approach of using a name that was not tied to one specific company, instead they set about partnering with multiple funders in different ways. In my opinion, this was a sensible approach. Even if it’s not what they hoped for at the time of the change, in the long run it opens up more opportunities and flexibility and could prove to be more effective, time will tell.
With Pairc Ui Chaoimh, I see both sides to the story – the SuperValu deal is worth €250,000 a year to the park, which is very attractive, but at the extremely high cost of it’s name? Surely partnering with three or four large organisations, who could provide €80,000 each and be the key supporters of an important public amenity with a name that is neutral and iconic, would not be out of reach? It would be more affordable for the sponsors, and generate more revenue for the park.
Maybe all of this has ben tried and the naming rights of the stadium was the only thing that sponsors were willing to place that kind of value on?
The other controversial subject matter is the concept of large commercial enterprises seizing opportunities to put their brand names on public treasures – is this too commercial and should some things not just be left well enough alone? Big sponsorship deals can still be very worthwhile for both parties using other various ways of marketing and building their brand awareness.
Changing a brand name is a great way of indicating change to the world. On hearing it alone, a brand name should give some indication, even if it is a bit of a stretch, of what the product is and what it’s all about. It should be meaningful.
Pairc Ui Chaoimh was named after a former Director General of the GAA so it has meaning and resonance. Can the same be said for ‘SuperValu Park’? I’m not sure.
Whoever does end up being the key funding partner for the park, whether that be one or multiple sponsors, I just hope they name it something that has meaning and connection to the supporters, visitors, locals and the general public as a whole.
Or, here’s a thought, even with new partners, does the name need to change at all?
Paul
Paul Ruane is Head of Brand with Fuzion Communications who operate from offices in Dublin and Cork
In the ever-evolving landscape of sports marketing, certain partnerships stand out for their enduring impact, and the collaboration between golf legend Tiger Woods and sportswear giant Nike is undoubtedly one such example. Over the years, this alliance has weathered storms and celebrated victories, shaping not only the narrative of the athlete but also leaving an indelible mark on the brand. As we bid farewell to this iconic partnership, it’s a moment to reminisce about the journey that not only redefined sports marketing but also significantly bolstered Nike’s brand perception.
The Tiger Woods and Nike journey began in 1996 when the young golf sensation transitioned into the professional realm. Nike foresaw more than just a golfer; they recognised a transcendent figure capable of propelling the brand to unprecedented heights. The inauguration, marked by the “Hello World” campaign, laid the groundwork for a powerful connection that would capture global attention and set a precedent for the future of sports marketing.
The Ups Breaking Barriers – Tiger Woods, with his unparalleled talent and charismatic aura, transcended the boundaries of golf and race. Nike, with its “Just Do It” ethos, found a perfect synergy in Woods, embodying the spirit of relentless pursuit against all odds. Together, they shattered racial barriers, establishing a connection that went beyond the fairways.
Dominance on the Course – The Tiger-Nike partnership reached its pinnacle during Woods’ dominance in the late 1990s and early 2000s. Securing multiple Major victories, including the historic 1997 Masters win, Woods solidified his position as one of the greatest athletes of all time. This era not only showcased his prowess but also underscored Nike’s association with excellence.
Innovative Endorsements – Nike’s marketing brilliance came to the forefront with innovative strategies. The creation of the iconic “TW” logo, the introduction of the Tiger Woods signature golf apparel line, and the emotionally resonant “I Am Tiger Woods” campaign displayed a profound understanding of how to leverage an athlete’s persona for brand success. These endorsements became synonymous with cutting-edge sports marketing.
The Lows Personal Challenges – The partnership faced a significant test in 2009 when Tiger Woods’ personal challenges became a media spectacle. This period demanded a delicate balance between acknowledging Woods’ personal struggles and protecting the brand image crafted over the years.
Injuries and Performance Decline – Woods endured a series of injuries that impacted his on-course performance, leading to a decline in his dominance. This challenging period posed a dilemma for Nike, as the association between the athlete and the brand had become inseparable from the concept of victory.
Strengthening Brand Perception Resilience and Redemption – The turning point came in 2019 when Tiger Woods staged a triumphant comeback at the Masters. Overcoming years of personal and physical setbacks, Nike seized this moment for narrative redemption. The “Never Stop Chasing” campaign celebrated not just Woods’ resilience but also aligned seamlessly with Nike’s enduring commitment to overcoming challenges.
Humanising the Brand – The partnership allowed Nike to humanise its brand by acknowledging the flaws and vulnerabilities of a sporting icon. This authenticity resonated with consumers, offering a glimpse into Tiger’s journey—the highs, the lows, and the ultimate redemption. It transformed Nike from a distant corporate entity into a relatable brand with a human touch.
As the curtain falls on the Tiger Woods and Nike partnership, it leaves behind a legacy that transcends sports marketing textbooks. This collaboration showcased the transformative power of aligning a brand with an athlete who embodies not only athletic excellence but also the resilience of the human spirit. Nike’s ability to navigate the highs and lows of this partnership, turning challenges into opportunities for growth, exemplifies the brand’s agility and unwavering commitment to its core values. The Tiger Woods-Nike story stands as a compelling chapter in the history of sports marketing, illustrating how a brand can thrive amid adversity and emerge even stronger on the other side.
It’s that time of year again, where all the family get together to celebrate Christmas. For a few days of the year, we try to put away our phones and forget about work. Even if our families do drive us around the bend when it comes to holidays, it is nice to take some time and relax after a long year. And what better way to relax than watching some movie on your screens at home.
We asked the team here at Fuzion, ‘what will they be watching this festive season?’ The answers brought up some popular choices and also some unusual ones. Let’s get into it!
Harry Potter:
Starting off with some wizardry! Harry Potter proved a formidable choice among the team this year. With the last film of the franchise nearly 13 years old and still popular among viewers, it is safe to say that the legacy of Harry Potter well and truly lives on. When asked to elaborate on which instalment of the franchise they would be watching. “All of them” was the collective answer.
It’s a Wonderful Life:
Moving onto a Christmas classic! This was the choice of Fuzion founder, Deirdre Waldron. The story of businessman, George Bailey, who becomes suicidal after a financial crisis at the community bank. But when an angel from heaven, Clarence, is sent to him to his change of heart, he shows him what life would have been without his existence. Deirdre was sure to remind us that we have no excuse but to watch it, as all the main networks air it at some point over the holiday season.
Willy Wonka and the Chocolate Factory:
Keeping in theme with classic films. Does anything make us feel more Christmassy than the sight of Gene Wilder singing ‘Pure Imagination’, while dancing around a giant chocolate factory that has a river of chocolate following through it. And let’s not forget the oompa loompas! As Mark Kenny in our Design department pointed out, while not being a Christmas themed movie, it is still quintessential Christmas viewing. Also, something for the whole family to enjoy.
Die Hard:
Ah, Die Hard. A true Christmas movie or is it? This was of much debate within the offices of Fuzion over the last week. But, it was ruled with an overwhelming majority that it is in fact a Christmas movie. No matter what Bruce Willis has no say on the matter. Either way, we’ll be watching John McLean save his wife and the rest of the hostages from terrorist Hans Gruber (played by the late, great Alan Rickman).
The Holiday:
Moving on to the modern Christmas classics! First up, we have The Holiday starring Cameron Diaz, Kate Winslet, Jude Law, and Jack Black. This is the story of two lovetorn women (Diaz and Winslet) who from across the Atlantic Ocean organise a home exchange for Christmas. Diaz’s character sets off to England from LA where she meets Winslet’s brother (played by Law) and Winslet’s character goes in the opposite direction to LA, where she falls in love with a Hollywood film composer (played by Black). Both pairs embark on strange and funny love affairs. But will they last or is it just a holiday romance?
Love Actually:
The film that defies the critics. Originally, viewed by many as not just a Christmas movie flop, but a mega Hollywood flop. Starring actors such as Liam Neeson, Hugh Grant, Emma Thompson and Keira Knightly, Love Actually, is 20 years old this year and has made a mighty comeback to become a modern-day Christmas cult classic. Amongst the team here at Fuzion, it was given a must watch status for your Christmas viewing.
Falling for Christmas:
If you really want to spice things up on your Christmas watchlist, then this is the one for you. Starring Lindsey Lohan, yes you read that right and it’s not the early 2000’s anymore, Falling for Christmas follows a spoiled heiress who loses her memory in a skiing accident and lands in the care of a lodge owner widower at Christmastime. Released last year on Netflix, Suzanne Meade, our Account Director, said this film “is actually really good….if you are into festive bubblegum type of movies!”
Planes Trains and Automobiles
While this genius movie written, produced and directed by John Hughes is strictly speaking a movie about Thanksgiving, seeing as us Irish don’t really know what that is, we have adopted it as a perfect Christmas movie.
John Hughes knows his humour, he produces movies that adults and kids can sit down and watch together, he knows how to pull at the heart strings and he always delivers huge life lessons. The main characters are two comic geniuses in their own right. Steve Martin plays the business executive who is desperately trying to get home and his “new friend” John Candy plays a shower curtain ring salesman who both hinders and helps in that pursuit.
This is Greg’s favourite and he insists that if you are one of the only people on this earth who has not seen it then your life will be transformed forever once you press play!
Whatever you watch and whoever you watch it with treasure this special time.
Navigating the ever-changing media landscape can be a daunting task. Many opportunities are lost to increase brand awareness and exposure, simply due to a lack of confidence and experience in speaking to the media.
Our resident Media Trainer and Head of Communications, Stephanie Stafford, gives her top three tips when it comes to media interaction.
Media Literacy
As you are now front facing for the company, the way you consume your news is extremely important.
You need to learn to consume and analyse the information you are digesting from different sources and viewpoints. Reading a mix of publications such as The Irish Times, Irish Independent, Sunday Business Post, Extra.ie, Irish Sun and listening to Newstalk, 2FM, Sunshine radio, etc, is imperative to garner a 360 view of current topics. When an interview request comes in, listen back to the podcasts of that show to really get a sense of the interviewer’s style.
Everything is “On The Record”
Even in a pre-recorded scenario, one must always assume that everything they say is on the record so take a few seconds to think about your response. We have a wonderful network of journalists and broadcasters in Ireland who work hard to deliver interesting news to the public, therefore it is important to keep in mind that comments you make in passing may not be cut out and could change the main focus of the interview.
Practice Makes Perfect
Rome wasn’t built in a day and neither was the perfect media interview style. Before any media interaction, map out the three key points you want to deliver to your audience and rehearse possible scenarios with colleagues, family members, and perhaps a media trainer. I would always recommend walking around the room for phone interviews as it promotes active listening and builds confidence.
We offer media training in both our Dublin and Cork offices, off-site and online. This training is for anyone who needs to improve their media skills, maximise publicity and get their key message out there.
At Fuzion we will hone your delivery style; show you how to deliver your core set of messages effectively, without going off course, or succumbing to aggressive interviewing. We will demonstrate how to connect with your audience, in a way that is professional, personable, and genuine, even in a pressurised environment.
We will help to develop a delivery style that is comfortable & confident by:
• Showing you how to take control and handle all interruptions
• Identifying your relevant target audiences’ needs
• Building the script around your organisation’s agreed core messages
• Anticipating all key questions, including the ones you want and those you definitely don’t want
• Illustrating the powerful impact of story, example and making figures meaningful
• Giving you the tools to deal with all interview techniques, no matter how aggressive – assertively and calmly
Feel free to reach out to me at stephanie@fuzion.ie if you need any further information.
Stephanie Stafford is Head of Communications and part of the Media Training team at Fuzion
Why is she so popular and how is she maintaining her success?
Alix Earle is the 2023 ‘It Girl’ and has taken the influencer world by storm. She is one of the fastest-growing influencers on TikTok, and her response to her rise to fame has shown she was made for success.
What started off as standard ‘outfit’ posts, short vlogs and ‘Get Ready With Me’ (GRWM) videos has seen her jump to over 5.8 Million followers on TikTok with over half a billion likes on her videos, in just three years. With one video, she has sold out products online, like the Drunk Elephant D-Bronzi Drops, and has drastically increased sales of white eyeliner worldwide – who saw that one making a comeback?! But that is the power of her influence.
One thing we have learned over the last couple of years is that the influencer industry is significantly oversaturated. We often see influencers popularity peak only to quickly dwindle again as the next big creator comes along.
But Alix Earle is different, she has been peaking now for almost a year. How has she excelled in the last twelve months, and more importantly, how has she managed to sustain that peak and remain one of the most popular influencers throughout 2023?
Relatability
People love Alix because they see her as relatable. Now, it must be acknowledged that there are significant factors of her life that are far from relatable to many, like her obvious privilege and blessed good looks. However, as she says herself, she likes to ‘keep it real’ with her audience. Alix has found the key to maintaining relatability despite her affluence.
When Alix really began to build her audience last year, she was a typical university student (at ‘U Miami’) going out with her friends, going to classes, and essentially, living her life as any 20-year old would. She is very open about her journey with acne and posts content around her struggles with her skin, which so many of us can relate to. It is through this relatability that Alix truly found and grew her audience
The mistake we see influencers make all of the time is that they start off posting relatable content and build their audience. When they start building a following and making more money, they start to only post outfits that are head to toe in designer and snippets of the new lavish lifestyle they are living, which most of us would consider beyond our means, resulting in a drop off in engagement. They are no longer relatable!
Authenticity
Despite all of her brand deals and luxurious experiences, Alix is authentic in everything she does, and that’s what her followers appreciate. She is completely transparent about her life experiences and struggles with cystic acne and her anxiety, and has also spoken openly about any cosmetic treatments and procedures she has had done.
Most importantly, Alix isn’t afraid to remind her followers that social media is fake, and not everything she shares about her life is as perfect as it may seem. I’m sure you’ve heard your favourite influencer utter the words ‘social media is just a highlights reel’ but Alix takes this phrase to a new meaning. Alix gets into the nitty gritty of how social media isn’t a realistic representation of someone’s life, and shows before and after videos of how she used to conceal her acne with makeup and admitting she used to use editing apps to change her appearance. Influencers take note – admitting to this is being authentic!
Consistency
As we have seen over and over again with influencer marketing, the key to success is consistency. At this stage, Alix knows what content her followers want to see from her – she plays to her strengths with her main content consisting of GRWM, outfit videos and vlogs/day in the life content.
While you can know your niche, you need to make the most of it to succeed. Alix is the perfect example of consistency. You can be sure that every night she goes out there will be a GRWM posted in live time on her TikTok account, and when attending the high-profile events we could only dream of being invited to, she is posting live from there. She consistently engages with her audience and interacts with them regularly – you will never see the comment section of her videos not have replies from her to multiple followers.
She also consistently speaks to the camera, allowing her to successfully engage with her audience and build a parasocial rapport with them – making them feel like they’re one of her gang!
#WWAED
Alix is so popular, that we have even seen hashtags trending and merchandise created with ‘What Would Alix Earle Do?’.
One thing she does well, that is a key contributing factor to her success, is that she uses her platform for good. As well as raising awareness about acne and anxiety on her platform, Alix is also giving back to her community.
After graduating from the University of Miami this year, a place which she acknowledges has played a crucial role in her journey so far, Alix has established a scholarship in her name which she is funding to provide significant financial assistance to outstanding students in the field of business – Impressive right?
Alix’s relatability, authenticity and consistency is what is keeping her at the top of the game. She hasn’t let the fame and status go to her head – and it shows. Having joined Alex Cooper’s new Unwell network, she now has an even more elevated platform and appears destined for new heights.
In the ever-evolving world of graphic design, trends come and go, but some design elements have managed to stand the test of time. One such timeless element is gradients. These subtle transitions from one colour to another have a rich history in graphic design and continue to hold a significant place in modern design.
Gradients: A Brief History Gradients, in the context of graphic design, refer to the gradual blend between two or more colours or tones. While they may seem like a modern concept, gradients have been around for centuries. Renaissance artists, for instance, utilised chiaroscuro – a technique involving the transition between light and shadow – to create depth and dimension in their paintings. This early use of gradients laid the foundation for their future applications in graphic design.
Fast forward to the digital age, and gradients found their place in the design world with the emergence of graphic design software in the late 20th century. Adobe Illustrator and Photoshop, for instance, made it easier than ever to create and manipulate gradients, leading to their widespread use in print and digital media.
The Prominence of Gradients Today Gradients have come a long way since their humble beginnings, and they continue to play a pivotal role in contemporary graphic design.
Here are a few reasons why they remain relevant:
Visual Depth: Gradients are excellent for creating depth and dimension in flat design. They can turn a simple shape or icon into a three-dimensional object, making it visually engaging and appealing.
Brand Identity: Many well-known brands incorporate subtle gradients into their logos and branding materials.
User Interface Design: Gradients are widely used in UI design to create buttons, backgrounds, and overlays that catch the user’s eye and guide their attention.
Emotion and Mood: Gradients are effective in setting the tone and mood of a design. A warm, subtle gradient can evoke feelings of comfort and tranquility, while a bold, vibrant gradient can express energy and excitement.
How to Use Gradients Effectively While gradients can be a powerful tool in your graphic design arsenal, it’s essential to use them thoughtfully to avoid overdoing it. Here are some tips for using gradients effectively:
Subtlety is Key: Don’t make your gradients too aggressive or flashy. Subtle transitions often work best for creating a sense of depth without overwhelming the viewer.
Colour Choice: Select colours that complement each other and fit the overall design scheme. Avoid clashing or jarring colour combinations that distract from your message.
Consistency: If using gradients throughout a project, maintain consistency in terms of style and direction. Inconsistent use can create visual chaos.
Purposeful Placement: Apply gradients where they serve a purpose, such as highlighting specific elements or creating a focal point. Don’t use gradients everywhere just for the sake of it.
What Not to Do with Gradients While gradients are a valuable design tool, there are certain pitfalls to avoid:
Overuse: Using gradients excessively can make your design look dated or cluttered. Less is often more.
Extreme Contrast: Avoid overly sharp gradients with high-contrast colours, as they can be harsh on the eyes and make text or other elements hard to read.
Ignoring Accessibility: Ensure that your gradients don’t compromise accessibility by making text or important content difficult to distinguish.
Gradients have a rich history in graphic design, and their versatility and appeal have allowed them to remain prominent in modern design. When used thoughtfully and with purpose, gradients can enhance the visual impact of your projects. However, it’s crucial to exercise restraint and adhere to best practices to avoid falling into the trap of overdesign. Mastering the art of gradients is about finding the perfect balance between creativity and subtlety, ultimately creating captivating and effective designs.
Lolly
Lolly Cleary is the Head of Design with Fuzion, a full service agency operating from offices in Dublin and Cork
For this reason, it is important that the content we consume is of the highest quality. High quality news and current affairs content should be impartial and ultimately aimed to inform the public with the key information and facts of all news stories. Good public service broadcasting keeps citizens informed and well informed citizenry is an essential part of a high functioning society.
Just recently, we have seen the credibility of our own public service broadcaster Raidió Teilifís Éireann (RTÉ) falter badly. This is due to the ongoing controversy around secret payments made to presenter Ryan Tubridy through a “barter” account. This scandal has tarnished the reputation of RTÉ and its senior management personnel, who have been hauled in front of the Oireachtas to answer questions of the secret payments finding.
This ongoing issue in RTÉ, which should be investigated in its entirety, should not detract from the necessity of a public service broadcaster. In fact, the reporting of the controversy by those working in the RTÉ newsroom has been commendable. The journalists working on the story within the organisation have been key drivers in the pursuit of truth around what exactly transpired between RTÉ and Ryan Tubridy by holding senior management to account live on the airwaves and television studios.
Those who now call for RTÉ funding to be scrapped or stop paying their TV licence are being caught up in the media frenzy of the Tubridy case and have rather forgetful memories of how important RTÉ was during the COVID-19 pandemic.
The public would regularly tune into the Six-One news bulletin on a daily basis to be updated on infection numbers and not to mention the rigorous and much needed questioning by RTÉ reporters and broadcasters to members of the Government and NPHET during that time. This questioning provided the public with the opportunity to determine their own opinions on various COVID inspired legislation, whether they agreed or not with the decisions taken by both Cabinet and NPHET at that given time.
There are three main principles that guide good public service broadcasting: balance, accuracy, and reality.
Balance is needed because the public needs to know that editorial decisions taken behind the scenes are done so in a fair manner that ultimately attempts to deliver a space for all sides of an issue to be heard.
Accuracy is important because citizens need to be able to tell that the information they are receiving is a ‘fact’ and is also presented in a manner which is appropriate for the topic and should not be perceived as biased.
Finally, public service broadcasting needs to be based in reality and take into consideration the society and culture of the day, while also challenging both society and culture with thought provoking content. Reality should also take into consideration the best method of delivering the news of the day.
Ultimately, the reality for RTÉ is that the reputation of the organisation has been damaged instrumentally by the recent Tubridy payment scandal. Although this means that senior management needs to take the necessary measures to help restore balance, accuracy, and reality to the public service broadcaster, it should not be forgotten just how important public service broadcasting is and the many times it has shown this.
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