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| Lt: Original Design Rt: New Product Design |
There is a section that I will discuss a “Before and After” project. In 2001, I was working for Protective Life Insurance Company in their Annuity Division. It is here that I had the perfect redesign project.
The company was adding a new product to their variable annuity package. Along with the additional product it was decided to redesign the old variable annuity materials. This product was originally designed with the visual of musical instruments (see cover image). The two products were the same cover and colors so neither was easily distinguishable. In the redesign, I collaborated with the marketing manager and copywriter.
The company was adding a new product to their variable annuity package. Along with the additional product it was decided to redesign the old variable annuity materials. This product was originally designed with the visual of musical instruments (see cover image). The two products were the same cover and colors so neither was easily distinguishable. In the redesign, I collaborated with the marketing manager and copywriter.
First of all the image for the cover (top left) that was used left much to be desired. It didn’t have much color and it was static. The red-brown colored border on the inside pages and copy really wasn’t very attractive. I did like the idea of the line art images of an instrument placed inside the red-brown border; I did use this idea in the redesign.
Our main goal was to make the information friendlier for the user. Our inspiration came from the idea of the musical aspect of the original design. When we developed the idea, Jazz music became the overall theme. The soothing feel of jazz also took over the look of the piece. Below are a few of the areas we improved.
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| Top Lt: Original Layout Btm Rt: Redesign |
• Used a different prominent color for each product to make each distinguishable visually
• Placed images of individuals that represented the target audience to make the information more approachable
• Designated one focal instrument per product. (To carry the Jazz mood I made the images Black and white and I spot colored the instrument.)
• Added colored bars along a chart of information to make it more legible (compare the inside pages pictured)
• Added Jazz themed “Pull quotes” to help break up the intimidating text.
I’ll leave you with one of the quotes we used in the booklet that I feel could apply to designers as well.
I’ll leave you with one of the quotes we used in the booklet that I feel could apply to designers as well.
“Musicians don’t retire; they stop when there’s no more music in them.”
- Louis Armstrong, Jazz Trumpeter
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