American Academy of Cosmetic Surgery

If any group should look good graphically and understand the importance of first impressions it should be an association comprised of cosmetic surgeons. So the warm and well-presented image that the American Academy of Cosmetic Surgery presents is expected. Appropriately, it is polished, attractive, simple, and elegant. Generally, to call graphics ‘pretty’ is condescending—but here, it is a compliment.

Five Criteria for Graphics that Work:
Evaluating American Academy of Cosmetic Surgery

spiral bullet Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Combining the letterforms (C and S) with brush stroke swashes creates an elegant and humanistic logo for the American Academy of Cosmetic Surgery. Somewhat flame-like (which doesn’t feel as appropriate as the other references), its configuration is distinctive. Although the typography is very conventional, as a classic unit, the logo block has flexibility. However, the logo presents best in two colors.

spiral bullet Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Beautiful faces gaze at the viewer from AACS’s pages. Gorgeous photos rotate on the website which encourages visual intrigue. The theme of cosmetic perfection, though obvious, is enhanced with a color palette, geometric borders, and strong use of a white background.

spiral bullet Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Probably the easiest way to make static templates interesting is through photography. AACS uses them with expertise and appealing composition—distinct from fashion yet exuding glamour and health. Though their publications are limited to members-only, the website content is targeted well to the viewer groups of both patients and surgeons.

spiral bullet Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
AACS’s design strategy is simple and easy to implement. Although they invite readers to share cosmetic surgery stories, what happens to these stories? It is not clear. Yet other information, such as the Myth and Fact section is educational and helpful.

spiral bullet Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
There are more exciting graphics to be found from other organizations, but few that are more elegant or tasteful. AACS uses the basics well, imparts a crisp professionalism and accessible presentation.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

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