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January 29, 2007

Connect

There seems to be something designers tend to overlook these days. I've fell victim to the same forgetfulness. We get so wrapped up in making the presentation as beautiful and perfect as possible, we forget a simple notion of the human condition: emotional connection.

I recently finished a project and decided to take a long step back from it. I wanted to look at it with a fresh set of eyes (recommended practice). When I looked at it, there was no personal connection to it. It was pretty, yes, but very little beneath the surface. This bothered me to no end. I started from scratch with the sole purpose of making this design communicate some kind of emotion. On the second go, I believe I succeeded.

I don't think I would have ever noticed had I not taken a step back. It's so easy to get wrapped up in a design and never stop to consider what exactly you're creating.

I believe all design, from a matchbook cover to a 50 foot billboard needs to resonate in someone's mind and heart. It needs to go passed our eyes long enough to attach itself to our hearts. Obviously certain subjects matters are easier to achieve than others. Say, for instance, a real estate campaign over a charitable cause. However, I'm a firm believer that our job is to always communicate any message in a way that makes the viewer smile, or at the very least think.

A big part of that is, well, the big idea. The idea is our solution to the problem. Without it, it's just flashy tricks and gimmicks. Once we have our solution, then all the fun in grids, imagery, type, space, and color go into play. Without the idea, all that good design stuff means nothing. Nada. Zilch.

Out of all Super Bowl ads I've ever seen, one stands out in my mind. It must have been ten years ago, FedEx ran a very simple yet awesome spot. It was nothing more than a color bar screen, like those we see late at night on a public access station that has ran out of programming to air. In the horizontal black bar, words started scrolling across. It was something to the affect of, "We paid x amount for a spot in the Super Bowl, and this is all we came up with." A nameless yet brilliant copywriter came up with quite a bit more, but that was the basic summary.

What I recall most was the reaction to the whole audience in the sports bar. Laughter and high-fives erupted all over during this commercial. Beforehand, we had all watched explosions and expensive effects for all different kinds of products. No reaction matched this one. That is emotional connection.

I collect random pieces of design, wherever I may find it. Whether it's a brochure in a doctor's office, or an instruction manual, if it makes me look twice and think for a second, I appreciate it that much more. It is also a good reminder that any project I work on--any--has the possibility of moving someone, even if for a brief moment.

I recently listened to the School of Visual Arts' Guest Lecture podcast for George Lois. The man started in the 40s, so he's been around the block more than once. The one point he made over and over: "Treat every piece of work as though that particular idea can change the god-damned world." He had a way with words, but I believe him. I have to, because if not, then everything I do is simply fluff.

Who the hell likes fluff?

Clamoring






    
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