Relevance of Design

Since we have the tendency to follow the Americans at many levels, if we were to go by the Cambridge dictionary of American English, 'Design' as a noun informally refers to a plan for the construction of an object (as in architectural blueprint, circuit diagrams and sewing patterns) while “to design” (verb) refers to making this plan. And as per the same dictionary, advertising is an example of a vital design discipline known as 'Communication Design'. But even the lexicographers would agree that design doesn't have any specific definition. It would be safe to say that design is the language that communication must speak, and if communication is an expression, design is the language. While a general mindset looks at design as something separate from communication, but, as a matter of fact, design is a universe in itself, and communication is just a subset of it.

Design gives a sense of stature to an advertisement
Did you ever notice that design is the fundamental element of anything you communicate! Every commercial advertisement contains more than one aspect of design. The name of the brand is a part of the 'nomenclature design'. The content in it is actually designed in a way that it looks beautiful, so that when you see a headline, you just don't see words, but beautifully written words designed in a manner that they catch your attention. And hence we call it 'content design'. To incorporate a human being endorsing the brand there would be 'casting design', to fashion them in a certain way, you will have 'costume design' and to ensure a free flowing sensible script, there will be a 'script design'. Last but definitely not the least, the overall look of the commercial would be controlled by visual graphics or 'visual design'.

Take for instance the advert for any juice brand. It's name is designed in a certain way to communicate the USP of that brand like Real Juice means the juice is real and not artificial, or Tropicana, implying it contains fruits from