A Smile in the Mind: Witty Thinking in Graphic Design
Phaidon Press, 1996 - Design - 240 pages
The best graphic design does more than capture attention and make the audience linger. It prolongs the encounter, compelling the reader not only to notice, but to remember. This book is about making graphics memorable by using witty thinking. It argues that ideas which happen in the mind, stay in the mind.
Beryl McAlhone and David Stuart begin by explaining what wit is and how it works. They make the case for wit in graphic design, seeing humour as the shortest distance between two people. The different routes designers can take are explainedincluding ambiguity, missing links, substitution and double-takes - to clarify the options available at the start of an assignment.
A Smile in the Mind documents the power of intellectual playfulness as it invades even the corporate heartland of annual reports and the dry territory of technical literature. Designers can refer to examples for every category of graphics, from direct mail to information graphics, and for a variety of sectors from leisure and the arts to manufacturing and the law.
For the finale, witty designers answer the big question: how did they get the idea? They offer a peep into their private working methods, as they check out word lists, look at things sideways, or put several jobs on the table at once.
Gathering together the best examples of graphic wit over the past three decades, A Smile in the Mind shows work from over 300 designers in the USA, Britain, Europe and Japan.
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Abram Games advertising Alan Fletcher anniversary Annual report art director asked audience Bob Gill brain brochure calendar Carter Wong Chermayeff & Geismar clever cliche client colour communication Cover creative D&AD designer Alan drawing example exhibition feel film funny graphic design graphic wit happens humour Identity illustrator invitation Ivan Chermayeff John Gorham joke kind Koestler Left Logo Left Poster letterhead London look Lou Dorfsman magazine Michael Bierut Milton Glaser Minale Tattersfield mind Moving card Museum Packaging paper paperback Partners Paul Rand Pentagram Peter Brookes photographer piece play problem promoting R O Blechman recipient Right Logo Right Poster Saul Bass scribble Seymour Chwast Shigeo Fukuda smile studio symbol technical literature things thought Trickett & Webb W H Smith witty design witty idea witty solution words