{"id":8435,"date":"2020-09-14T12:40:41","date_gmt":"2020-09-14T16:40:41","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=8435"},"modified":"2021-04-21T11:42:52","modified_gmt":"2021-04-21T15:42:52","slug":"disaster-design-pandemic-essentials","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/disaster-design-pandemic-essentials\/","title":{"rendered":"Designing for Disaster: How Powerful Visuals Can Keep Communities Safe During a Pandemic"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Design has <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/graphic-design-basics\/\">power<\/a>\u2014to attract, to influence, to change how businesses operate and interact with their customers. But the coronavirus pandemic has also provided the design community with a case study about how design can help communities understand and eliminate the spread of a deadly virus sweeping the entire world.<\/p>\n\n\n\n<p>Many communities are applying the principles of disaster design to spread information about the coronavirus, with great success. But before we get to the designs, what are those principles, exactly?<\/p>\n\n\n\n<h2>The Basics of Disaster Design&nbsp;<\/h2>\n\n\n\n<p>Time is critical during a crisis, and having a framework to deploy a campaign saves valuable time. This framework should be established long before a disaster occurs, so that it\u2019s ready to be deployed when it\u2019s needed. A comprehensive campaign for crisis design relies on the following:&nbsp;<\/p>\n\n\n\n<ul><li><strong>Consistent Messaging<\/strong> &#8211; taglines and talking points, with everyone in the organization adhering to the same message.<\/li><li><strong>Strong Visual Language<\/strong> &#8211; consistent use of colors, typography, and illustration.&nbsp;<\/li><li><strong>Inclusive Language and Communication<\/strong> &#8211; words that describe an understandable mental model and \u201cuse the same dictionary.\u201d We\u2019ve included some examples below.<\/li><\/ul>\n\n\n\n<p>Now, let\u2019s dive into each of those a bit more.&nbsp;<\/p>\n\n\n\n<h3>Consistency<\/h3>\n\n\n\n<p>Consistency is crucial to any creative campaign, and that\u2019s <em>especially<\/em> true when you\u2019re designing for a pandemic. When every level of leadership\u2014from the Prime Minister of a country to the Board of Tourism director of a small town\u2014communicates a message in the same way, it\u2019s easier for the general public to comprehend and rally behind that message.&nbsp;<\/p>\n\n\n\n<p>Consistency starts with a robust brand guide, and a brand guide doesn\u2019t <em>just<\/em> mean a guide to the visual elements. It also includes specific talking points, tone of voice styles, and shared goals, ensuring that everyone can execute the brand quickly and consistently.&nbsp;<\/p>\n\n\n\n<h3>A Strong Visual Language<\/h3>\n\n\n\n<p>Your job as a designer is to communicate, first and foremost\u2014not just to make things decorative. The goal of disaster design is to communicate clearly with a broad audience, and a simple approach is often the best. This kind of design is all about how it <em>works<\/em>, and not how many design awards it could win.&nbsp;&nbsp;<\/p>\n\n\n\n<p>A strong visual language is easily recognizable and translates across multimedia\u2014from bus stops and community banners to social media outlets.<\/p>\n\n\n\n<h3>Inclusive Communication<\/h3>\n\n\n\n<p>There was so much to learn about COVID-19 during the initial outbreak, and we continue to learn new things every week. One surefire way to speed up understanding difficult topics is to make sure that everyone uses the same language\u2014and that the language is one that\u2019s easy to understand. Taglines should be catchy and memorable. You should speak the language your audience understands\u2014this is even more important when your audience is an entire city or country.<\/p>\n\n\n\n<h2>Who got it right?<\/h2>\n\n\n\n<p>These three communities nailed their coronavirus pandemic design campaigns, applying each of the principles effectively. Ultimately, these creative campaigns kept infection numbers suppressed and local communities safe. Let\u2019s learn more.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"576\" height=\"1024\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3-576x1024.jpg\" alt=\"\" class=\"wp-image-8504\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3-576x1024.jpg 576w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3-394x700.jpg 394w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3-768x1365.jpg 768w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3-864x1536.jpg 864w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/nz3.jpg 1080w\" sizes=\"(max-width: 576px) 85vw, 576px\" \/><figcaption>Courtesy of the New Zealand Government<\/figcaption><\/figure>\n\n\n\n<h2>New Zealand: Stay Home. Stay Safe. Be Kind.<\/h2>\n\n\n\n<p>Many factors contributed to New Zealand\u2019s success in its fight against the coronavirus\u2014given the country\u2019s relatively small population and its geographical solitude, it started with an advantage over more centrally-located, densely-populated countries. But that shouldn\u2019t take away from the country\u2019s creative campaign.<\/p>\n\n\n\n<h3>New Zealand\u2019s Coordinated, Multi-Pronged Response<\/h3>\n\n\n\n<p>The visual language of New Zealand\u2019s pandemic response is strong, consistent, and a bit jarring. It\u2019s bright and severe. The yellow and black lines show that this is an official and coordinated response across all visual platforms. The country has gone from a strict seven-week lockdown to a return to almost-normal.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"600\" height=\"600\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/NZ.jpg\" alt=\"\" class=\"wp-image-8493\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/NZ.jpg 600w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/NZ-300x300.jpg 300w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/NZ-150x150.jpg 150w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><figcaption>Courtesy of the New Zealand Government<\/figcaption><\/figure>\n\n\n\n<p>In an interview, design and culture journalist Akiko Kurematsu said, \u201cIt felt like a collective achievement&#8230; a huge sense of relief, gratitude, and pride in what was accomplished here in New Zealand.\u201d<\/p>\n\n\n\n<p>The New Zealand campaign chose words like \u201cbubble\u201d to describe your immediate household. This language is something that kids and adults can understand and use together. Almost everyone has a working mental model of how a bubble works.<\/p>\n\n\n\n<p>It\u2019s important to note that New Zealand\u2019s pandemic design wasn\u2019t flawless\u2014most communication was in English, while New Zealand is multicultural and multinational. But ultimately, it\u2019s working.<\/p>\n\n\n\n<p>The country reported fewer than five cases per day all summer, down from a high of 90 cases per day in the spring. In the United States, for reference, about 30,000 cases were recorded each day in the spring, and cases more than doubled in the summer.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"589\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM-1024x589.png\" alt=\"\" class=\"wp-image-8490\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM-1024x589.png 1024w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM-700x403.png 700w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM-768x442.png 768w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM-1200x690.png 1200w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.49-AM.png 1332w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"589\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM-1024x589.png\" alt=\"\" class=\"wp-image-8491\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM-1024x589.png 1024w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM-700x403.png 700w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM-768x442.png 768w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM-1200x690.png 1200w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.44.22-AM.png 1342w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><figcaption><br>Graphic Sources: <a href=\"https:\/\/g.co\/kgs\/dZKrn9\">https:\/\/g.co\/kgs\/dZKrn9<\/a><\/figcaption><\/figure>\n\n\n\n<h2>Japan: Avoid the Three C\u2019s<\/h2>\n\n\n\n<p>Japan took on coronavirus in a different way than the US did. With no formal lockdowns, scientists are still trying to tease apart why Japan has had so few cases. Theories range from under-reported testing and asymptomatic carriers to cultural factors.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"724\" height=\"1024\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.50.14-AM-724x1024.png\" alt=\"\" class=\"wp-image-8496\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.50.14-AM-724x1024.png 724w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.50.14-AM-495x700.png 495w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.50.14-AM-768x1086.png 768w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/Screen-Shot-2020-09-14-at-11.50.14-AM.png 796w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><figcaption>Courtesy of the Prime Minister&#8217;s Office of Japan<\/figcaption><\/figure>\n\n\n\n<p>Instead of focusing their language on staying home, Japan\u2019s leaders focused on a \u201ccluster strategy.\u201d They encouraged people to avoid the three C\u2019s\u2014closed spaces, crowded places, and close-contact settings. The country\u2019s posters read like friendly infographics, with a Venn diagram reminder to avoid areas where the three Cs overlap. The use of a consistent, easy-to-understand tagline helped spread the cluster strategy and has potentially helped spread the message of safety.<\/p>\n\n\n\n<h2>Jackson Hole, WY: A humorous and on-brand response<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"469\" height=\"1024\" src=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-469x1024.jpg\" alt=\"\" class=\"wp-image-8497\" srcset=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-469x1024.jpg 469w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-321x700.jpg 321w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-768x1676.jpg 768w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-704x1536.jpg 704w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-939x2048.jpg 939w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-1200x2618.jpg 1200w, https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2020\/09\/pandemicdesign-jacksonhole-JackelinSlackPhotography-3-scaled.jpg 1173w\" sizes=\"(max-width: 469px) 85vw, 469px\" \/><figcaption>Photo courtesy of Francis Xavier Lilly<\/figcaption><\/figure><\/div>\n\n\n\n<p>In the shadow of Wyoming\u2019s Teton Mountain Range, Jackson Hole is where the old American West comes to life. The surrounding alpine forest and high desert, is renowned for its wildlife\u2014moose, elk, wolves, and bear call this land home, while bald eagles soar overhead and cutthroat trout swim in the crystal clear waters of the Snake River.&nbsp;<\/p>\n\n\n\n<p>The Jackson Hole Travel and Tourism Board channeled that natural energy to create a humorous, on-brand creative campaign, encouraging everyone to \u201cmask up.\u201d Now, that\u2019s pretty basic hygienic safety advice at this point. So how do you take information that everyone has heard a hundred times, and get incoming tourists to take notice and behave properly while on vacation? It requires some creativity.&nbsp;<\/p>\n\n\n\n<p>The campaign\u2019s slightly absurd signage connects travelers with Jackson Hole\u2019s famous local wildlife and the town\u2019s old west feel. The understated implication\u2014if a wolf can wear a mask, so can you\u2014is on point. The illustrations are simple and straightforward; they communicate in such a way that adults and children can quickly interpret the message. The campaign balances the need for adventure with the need for safety.<\/p>\n\n\n\n<h2>Stay Consistent, Develop Strong Visuals, Be Inclusive<\/h2>\n\n\n\n<p>Designing when the stakes are highest requires far more than an eye for design.&nbsp;<\/p>\n\n\n\n<p>Your role as a creative is not to be the gatekeeper of a campaign but rather to be the campaign\u2019s instructor. When creating a coordinated campaign response, your responsibility is to ensure that people understand how to use the different elements together and maintain consistency when many people are working on the project simultaneously.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 62.5%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-5ee1313c103da\" data-aspectRatio=\"1.6\"><iframe allowfullscreen src='\/\/view.ceros.com\/editorial-content\/landing-page-1-2-1-1-2-1-1' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='Inspire Curious Sign-up Embed' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">Design has power, and that power is now being used to keep communities safe during the COVID-19 pandemic. These groups are nailing their disaster designs.<\/div>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":109,"featured_media":8436,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Design Can Keep People Safe During a Pandemic - Ceros Inspire<\/title>\n<meta name=\"description\" content=\"Design has power, and that power is now being used to keep communities safe during the COVID-19 pandemic. 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