From the course: How Design Makes Us Think
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Innocence as a marketing tool
From the course: How Design Makes Us Think
Innocence as a marketing tool
- First let's start with a common misconception. Innocence is not ignorance. Innocence comes from a lack of sophistication, wickedness, knowledge, and intent to do harm. Lambs and most children are innocent. Not learning to move aside at the end of an escalator or how to use a turn signal is not innocent. That's ignorant and annoying. When we consider the idea of innocence, we assume simplicity, lack of intellectual depth, and safety. This comes with visual cliches: bright primary colors; basic shapes, such as a triangle, square, and circle; and, as one of my pet peeves, typefaces imitating chalkboard writing. Good design presumes that the audience is not stupid, or a toddler, or both. Innocence can be communicated with sophistication. Interestingly, while we associate childhood with innocence, Victorian society believed the opposite. For many parents in the 19th century, children were born inherently evil and required…
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