09 takeaways from this talk:
It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion.
You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good.
But then you have to take a step back from what feels really good and ask:
But is it great?
Find out why things go where they go.
Find out why particular scenes in a particular film sequence are edited together or in the fashion they are or in the time that they are and the way that the cuts work.
What you’re really doing in this situation is you’re working on your craft.
You’re looking at something that you really admire and you’re trying to get into the seethe of the person who built this thing to begin with; to get into their head to see why they made the pratical decisions that they made in creating this, whether it’s a logo or a Web page or anything else.
Emotional messages and meanings can sometimes contradict.
Military clothes can say ‘anti-war’ or ‘military dominance.’
The best choice of type or color palette or photography or illustration can’t save a bad idea. Concept is to advertising what the little black dress is to fashion: it will always be in demand.
If more brands undertake such pertinent design, our commercial landscape could become unimaginably uplifting and enriching. Until that happens, though, (design-conscious) brands will stand out and above their competition.
Karl Lagerfeld sends his Chanel models down the runway in amazing and stunning creations that the core Chanel customer couldn’t seriously contemplate wearing. Yet the customer is inspired by the designs, which appear in all of the magazines because they are so newsworthy, and will visit Chanel to buy their twinsets and handbags.
We see the appearance of something before we see the content. Typically, we might pick up a magazine and feel disgust – or delight – at the typeface that has been used. This way of seeing is different from the way non-designers see, and is the cause of much disconnectedness between designers and their clients.
Model agencies scout models who we know based on our experience advertising agencies look for. But at the same time agencies are always looking for a new face. So I’m always on the look out for new models and evaluating their potential to correspond to the market, be it commercial or in fashion. You must anticipate, and even create the need for the new faces.