Communication is vital. However, when considering effective communication, context is frequently overlooked. If communication is a process, then context is a key building block of that process.

The video below is one of the most creative and artistic displays of contextual communication I have ever seen. Every scene in the video communicates a single word.

If we were to take each of these quick scenes and separate them, they would communicate something entirely different… or nothing at all. Even rearranging the scenes would break the communicative process.

The brilliance of this video is that every scene fits within the context of the scene preceding it. The video begins to communicate words despite the lack of visible text. Even the dialogue is sparse. There are only a few spoken words sprinkled throughout the film to assist in the flow.

Every day, we project and decipher context constantly. Tone, mood, and body language give context to the words we are hearing and saying during conversations. Camera cuts, scores, and editing effects give context to the films we watch. Tempo, pitch, and even instruments give context to the music we hear.

In the same way, context is what makes a design communicate effectively. Differences in color schemes, placement, and even font selections can communicate different concepts. It is imperative that a design communicates the intended message correctly. Context guides this process.

One of the things we practice at Anthology on a daily basis is strategy. Every decision that we make is intentionally executed to help our clients meet their goals. Websites are no longer just websites; they are marketing tools. Designs are no longer just designs; they are a conduit for effective communication.

It never ceases to amaze me how some companies and organizations think that having a website that was created using a “Website Wizard” will suffice for an online presence. Even when these groups hire a web company, many times, they go for the cheapest option and end up with a horrible template-based design with a logo thrown in the header. These solutions, though cheap, lack the thought and strategy that are crucial to a successful website.

When planning, designing, building, and implementing websites we usually ask two questions with every decision we make:

1. Why are we doing this?
2. What is best for the user and the client’s goals?

The answer to the first question, “Why are we doing this?” forces us to make intentional decisions to benefit the project as a whole. Many times, this also cuts out much of the “fat” that tends to weigh down many websites. If there is no point in having it, we remove it.

The second question, “What is best for the user and the client’s goals?” forces us to act in the best interest of the user and the client. This question arises frequently when we discuss how an interface should flow or what elements we can utilize to strategically draw the users’ attention. The result is an extremely usable website that meets the client’s goals.

However, strategy usually comes at a price. Cheaper solutions that are not driven by strategy are not the best fit for a successful web presence. Everything, from the navigation scheme to the design, needs to be done in an intentional manner to optimize impact and to make your website work for you. Otherwise, it is just wasted web space.

There is a skewed philosophy in the marketing world today – that in order to beat your competition, you must know your competition inside and out. However, this philosophy tends to yield mediocrity, not innovation.

I keep running across phone manufacturers that are promoting their upcoming “iPhone killers.” And with each one, I have the same reaction: “really?!” (in a slightly skeptical and sarcastic tone).

The problem with these new phones is that the manufacturers are focusing too much on the competition. It is apparent that they began the initiative by analyzing everything about the iPhone and then building a device that mimics it, but with more features.

In contrast, I imagine the development of the iPhone was much different, and it probably started with one question: how can we make the best phone in the world? Sure, I bet they studied other devices, but probably for insight on what they did not want to do as opposed to stealing features.

These are two entirely different mindsets. One says, “How innovative can we be?” and the other says, “How can we beat product X?” If you practice the first philosophy, you are really limitless in what you can produce, and you customers will respond positively. However, the second philosophy can only position you in relation to whatever product you are trying to beat. At the end of the day, you just look like a copycat.

Now, is it possible for a company to produce an “iPhone killer?” Sure it is. But it will happen by innovating, not trying to mimic the iPhone.

Are you paying too much attention to your competition, or are you simply producing the best work possible with excellence? Put some blinders on and do what you do best.

When our clients celebrate, we celebrate too. So, we are thrilled to congratulate Tenth Avenue North for winning a Dove Award for New Artist of the Year last night. It’s quite an accomplishment.

Our team enjoyed working on designing and developing the band’s website earlier this year (TenthAvenueNorth.com).

Way to go, guys! Keep up the great work.

Check out Tenth Ave on iTunes.

While I lived in New York, I participated in a leadership exercise that illustrated the potential of productivity under pressure. Our group was divided into two teams and given the task to create an actual product, build a website, and provide a way for someone to purchase the product online. Now, this process could take as much as three months or even more to complete. However, we were given a mere three hours.

Both teams kicked into high gear as soon as the clock began, and three hours later, both teams had a product, a functioning website, and an online purchase option. Granted, the products did not look that great, the websites were extremely bare, and the payment option was done through PayPal, but - both teams had completed the almost-impossible objective.

Many times, we do not really push ourselves. We find a nice steady pace and stick to that. It’s comfortable. However, by not pushing ourselves, we are not meeting new challenges. If we are not challenging ourselves, we are not growing. And, if we are not growing, we are not reaching our potential.

Part of our philosophy at Anthology is to push things to the max. Most of our deadlines are aggressive. Our time budgets are aggressive. And we demand excellence. However, by pushing hard and creating difficult objectives, we are constantly refining our process and growing as a team. Our tiny successes become big successes and our tiny failures becoming huge learning experiences.