- We've all had the experience
of seeing something that makes no sense,
or it's completely whacked and saying,
what were they thinking?
Typically, the answer is they weren't.
There are of course some combinations that are offensive
because they are from another time
with a different set of values,
or they're just offensive because they're damaging.
These are typically the ads that try to convince you that
smoking is good for you,
or convinced women they must use the right toothpaste
or face a life lonely and unmarried.
But the times when a solution sends a message
that is completely unintended
is usually, simply not thought through.
It's okay, we've all done this at one point.
Falling in love with an idea and missing the actual meaning.
I have the exciting challenge to design a brand
for Mohawk paper's West coast business
with Reno, Nevada as the base.
I designed a program, the Mohawk ranch
and was pleased with myself
until my grandmother from Reno
suggested that the word ranch
was used for house of ill repute.
I changed the name.
I'd like to say, this is simple.
Just don't do it.
But this is where your responsibility
as a designer, rears its head.
Stay on the high road.
As public communicators,
it's important to realize that your work has impact.
Each of us has the duty to understand
what we are saying,
and how it may impact our culture.
When I'm not sure if the message is clear
and the combination of words and image or what is intended,
I ask others to look at the work.
It can't hurt to give another opinion.
You don't have to take it if you don't want.
And then there is legibility.
I don't think design
should be hard to read and understand.
In some circles,
this might be groovy,
but I'm pretty square
and like the audience
to understand what I'm actually saying.
When an image is combined with words
and they aren't legible, the message is lost.
This is an easy one.
If you can't read the type, it isn't working.
Adding drop shadows, outlines,
or other tricks are putting a band-aid on a bigger problem.
Find a different position
change the color or change the scale.
Simplify, have mercy on the reader.
There is no such thing as
I can kind of read it.
Your job is to make the message clear.
If you have doubts, it's probably not.
A designer's job is complicated
and has a thousand details to consider,
but I found that the best designers do this naturally.