Stop, Think, Go, Do: How Typography and Graphic Design Influence Behavior

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Rockport Publishers, 2012 - Design - 222 pages

This revolutionary guide is not only the first to look at how typography in design creates a call to action, but it also explores type and image as language. Stop, Think, Go, Do is packed with arresting imagery from around the world that influences human behavior. Page after page, you’ll find innovative messages that advocate, advise caution, educate, entertain, express, inform, play, and transform.


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User Review  - deldevries - LibraryThing

Excellent design ideas. Can pick this up again any time. Creative and fun. Read full review


Graphic design focuses our eyes and mind on what is already instinctively hardwired
The language of advocacy has a common goal alter behavior and act upon instincts whatever the outcome may be
Play adds dimension to design enabling the viewer to have more active participation in it
Cautionary messages force the receiver to go somewhere or do something to avoid dangerous consequences
Much graphic design cannot afford neutrality it must grab attention in crowded environments
A manifesto should be a declaration of war against complacency At the very least it should trigger thinking
Graphic design arguably is itself a grand portal to the process of education
Transformation is not more than making the real abstract and vice versa It is about taking something familiar and making it serendipitous

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About the author (2012)

Steven Heller wears many hats (in addition to the New York Yankees): For 33 years he was an art director at the New York Times, originally on the OpEd Page and for almost 30 of those years with the New York Times Book Review. Currently, he is co-chair of the MFA Designer as Author Department, Special Consultant to the President of SVA for New Programs, and writes the Visuals column for the New York Times Book Review. Visit him online at

Mirko Ilic is founder of Mirko Ilic Corp., in New York City. He has received medals from Society of Illustrators, Society of Publication Designers, Art Directors Club, I.D. Magazine, and Society of Newspaper Design. Ilic is co-author of The Anatomy of Design with Steven Heller and co-author of The Design of Dissent with Milton Glaser.

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