Why Are the Teachings of Design Legend Saul Bass Important?
It all goes back to Communication 101. There are three elements in the communication process: (1) The source or sender of the message (the company). (2) The message. (3) The receiver (stakeholder). Many studies in interpersonal communication (people to people) conclude that if the source is competent, reliable, and forward thinking the message will be more readily accepted by the receiver. Competent, reliable and forward thinking make up the components of being credible in interpersonal communication. For example, a computer wiz would be more influential on what mouse or software program to buy than, say, a chef. But a chef, on the other hand, would be more influential when it comes to the best curry to buy and where, or the latest cookbook. You wouldn’t go to the computer wiz for food suggestions, and you wouldn’t go to the chef for electronic suggestions. Well, in most cases. In short, a person high in the dimensions of competent, reliable and forward thinking will be more credible,
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