Best of the Blog 2017: Design Trends & Tips

From typography to illustrations to print techniques, we had a busy year examining trends in design. Here’s our top takeaways for the hospitality industry.

As 2017 winds down, we decided to take a look back at our favorite blog posts of the year for a new series called “Best of the Blog.” This week, we share a year’s worth of design knowledge in one neatly-packaged post.

The Rise of Illustrations in Hospitality Marketing

What’s in This Post:
Could illustrations give your hospitality marketing the lift it needs? We love the trend, so we look at why and where it’s working, plus how to hire for it.

The Excerpt:
“While photos show a scene in clear detail (and there are certainly many places where that’s what’s needed – like when showing off the size of a resort’s pool to entice future guests to dive right in, for example), photos are constrained by what’s in any single frame. Illustrations, on the other hand, are only limited by the artist’s abilities.”

How to Pick Typography That Speaks to Your Message

What’s in This Post:
Words matter – so does how those words look. We discuss typography’s role in hospitality marketing and how it shapes the messages that your text delivers.

The Excerpt:
“Two messages containing the exact same words can have two entirely different messages, depending on the typography choices. At Hawthorn, it’s something we notice every day on the monitors of our designers – it’s amazing to see how different text can look and feel based on the typography choices they make. Look at two examples of our work below:

The scratchy typeface on the graphic on the left (from Mosaic magazine, produced for Benchmark Hotels & Resorts) evokes associations with the wild. On the right, this image (from Noble House magazine, produced for Noble House Hotels & Resorts) features a condensed typeface that expresses an “into thin air” feeling that goes hand in hand with the “Evaporating Art” headline.

5 Custom Print Publishing Techniques to Get Noticed

What’s in This Post:
Looking to make your new brand identity or print collateral project stand out? Here are our top five custom print techniques to make your project look and feel unique.

The Excerpt:
“In the past, when clients wanted to add foiling to their custom publishing projects, printers had to create a special die – and if the client only ordered a small run, it wasn’t a very practical effect to add because of the cost of the die. Enter “sleeking” – a process by which a laminate foil is applied to a designated area, indicated by a specific black ink. Once the foil has been applied, the document is run through a regular color printer to print out the rest of the colors. It opens the possibilities of foiling to a new world of projects.”

3 UX Design Trends for Hotel Websites

What’s in This Post:
Hotel websites have just a few seconds to get visitors’ attention. Here are three UX design tactics trending now that make efficient and effective use of that finite window of time.

The Excerpt:
Cinemagraphs like this one (still photographs in which a minor and repeated movement occurs) are still novel enough to capture the attention of browsing visitors. As a blend between video and a still photo, there’s a depth that isn’t present in other image formats, and they’re able to bring an environment alive in a new way. Websites that use video as a background image risk making their visitors dizzy and distracted. The minimal movement of cinemagraphs, on the other hand, stirs the desired ambience without bothering the viewer.”



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