Or, given how infrequently I post on this, maybe it should be titled, "Thought for Whenever."
Here's the thought:
When one has finished building one's house, one suddenly realizes that in the process one has learned something that one really needed to know in the worst way - before one began.
This is from philosopher Friedrich Nietzsche by way of creativepro.com to their Wacky Web Site of the Week, losanjealous.com where they post random "Family Circus" cartoons with random Nietzsche quotations.
I think the reason this one stuck with me is because over the years, I've heard many students say a variation of this at the end of the semester. This is especially true of the Advertising Campaigns class. I've heard from students many times, "I wish I knew then, what I know now." Welcome to life.
You're not building a house, but building a campaign or an ad. Frequently, it is after building it that you know what you needed to know in the worst way before you began.
That shouldn't stop you from building the ad or the web site or the campaign. Because, unlike a house that you build once, you will have the opportunity to build a whole subdivision of ads or web sites or campaigns. Each one of these you build should enhance your skills, and you become better and better at it. If you're paying attention. You probably learn more from the struggles than you do with the successes. In spite of that, of course you don't want to aim to struggle -- at least all of the time. And, if you aim for success, you might not get it every time, but if you aim at getting better, you probably will, every time.
Challenge yourself. Each time you start a project, try to do it differently than you did before. If you're really good at Photoshop, switch to Illustrator. If you really give good print ads, switch to television. Or, radio. I think I learned more about visualization and creativity by writing radio copy than any other medium. But, I wouldn't have learned to be a good radio copywriter, if I had thought that I didn't have what I needed to know, and simply didn't start.
I've told you in class and below how dreadful that first attempt at radio was. But, I learned from it. I can't tell you that the next one was better than the first, although I hope it was. With each script I wrote and produced, it got better.
Maybe tomorrow I'll be inspired by something else Nietzsche said. I know you can't wait.
Dr. P
Wednesday, February 8, 2012
Thursday, January 19, 2012
Reviving a moribund blog
New semester. New start.
Actually, the hard part isn't starting--the hard part is to keep it going. And, I'm going to try mightily this semester, beloved students, to keep this blog going. Look for new stuff to come.
But, before you do that, look at the posts below. Some of them, if I say so myself, are pretty good reading. All of them have some nugget of good information, whether a link or some inspirational words, so give them a read and reflection.
Dr. P
Actually, the hard part isn't starting--the hard part is to keep it going. And, I'm going to try mightily this semester, beloved students, to keep this blog going. Look for new stuff to come.
But, before you do that, look at the posts below. Some of them, if I say so myself, are pretty good reading. All of them have some nugget of good information, whether a link or some inspirational words, so give them a read and reflection.
Dr. P
Friday, October 21, 2011
The Steve Jobs and Paul Rand Connection
I know I announced at the beginning of the semester that I would do a better job of posting on this blog, and I'm ashamed and embarrassed that the last time I posted was in August. Late August, to be sure, but still, almost two months ago. However, I don't like to post unless there's something that I come across that I think is worthy of your attention. There are times when I run across something that I want to bring to your attention and that makes me both inspired and humbled, so that you might be inspired too (if not humbled), and this is one of those things: http://tinyurl.com/42pw9rc
Because nothing ever goes away on the internet, this blog post, with video, on idsgn.org is a reflection on the impact on design that two bigger-than-life individuals had. Each by himself had a huge impact. But, when they came together... to say these two geniuses transformed the world is too meager. Too puny. The praise too scant. This video contains a segment of a longer interview with Steve Jobs about his relationship with Paul Rand. The interview took place in 1993--almost a decade after the Macintosh and about two decades before Jobs' death. Paul Rand died in 1996.
Steve Jobs, of course, founded Apple Computer and when forced out, started Next Computer, which was when he hired Paul Rand to design an identity for his company. Paul Rand, designed a number of iconic (both literally and figuratively) logos--many of which are still in use today, forty and fifty years later. The longevity of his logos in this frenetic world, is a testament to the power and strength of his design.
Read. Learn. Be inspired.
Dr. P
Because nothing ever goes away on the internet, this blog post, with video, on idsgn.org is a reflection on the impact on design that two bigger-than-life individuals had. Each by himself had a huge impact. But, when they came together... to say these two geniuses transformed the world is too meager. Too puny. The praise too scant. This video contains a segment of a longer interview with Steve Jobs about his relationship with Paul Rand. The interview took place in 1993--almost a decade after the Macintosh and about two decades before Jobs' death. Paul Rand died in 1996.
Steve Jobs, of course, founded Apple Computer and when forced out, started Next Computer, which was when he hired Paul Rand to design an identity for his company. Paul Rand, designed a number of iconic (both literally and figuratively) logos--many of which are still in use today, forty and fifty years later. The longevity of his logos in this frenetic world, is a testament to the power and strength of his design.
Read. Learn. Be inspired.
Dr. P
Monday, August 29, 2011
If you don't like to write, why are you here?
Even before I finished that title, I knew it would sound harsh. But, it always surprises me when I hear students in advertising say they don't like to write. So, I ask the question: Why are you here, then?
I came to advertising through the side door--through art and graphic design. As an art student, I did very little writing after the obligatory English Comp classes. In our graphic design classes, we didn't have to write copy, we simply "greeked" in or drew horizontal lines to indicate where we thought the copy ought to go, without regard for how much copy would be needed, or any other considerations beyond design. Our headlines were usually given to us and the only creative challenge was what typeface to use and what size.
I started writing copy with my first advertising job after the degree. I was hired by a small (six stores) chain of "boutiques" as advertising manager. Because I chose to graduate at the time of a recession (pretty much like now), no one was hiring, and although this wasn't the advertising agency job I really wanted, it was a job. I landed the job as advertising manager because I had been doing some freelance work for the chain and the owner thought it would be cool to have his own advertising department. I was it. The advertising department, that is. All of it.
I wrote my first piece of copy on a yellow legal pad while sitting on the floor of the radio station recording booth while our "voice" patiently awaited the words he was to read. I don't remember much about that first radio spot, but I do know that it was awful. It was worse than awful. It was terrible. It was everything that people hate about radio advertising: clichéd, full of "addisms," hyped up to sound more important than it was. In short, it was nothing that I wanted associated with my name at all.
When I heard that terrible thing coming out of my car radio on the most popular station in town, I knew that I wasn't alone in hearing it. I suddenly became aware of an audience and how they must be reacting to that awful ad. I was embarrassed that I put that out there for them to hear. I was ashamed of it. That wretched writing. That pitiful prose. That noise. That dreck.
It was at that point that I vowed never to write such crap again. So, how did I learn to become a pretty good ad writer (not to boast, but I did win four Addy Awards for my work)? I studied. I studied ads--especially radio ads, because that was our primary medium, that and newspaper. I listened to the ones I liked and paid attention to what about them that I liked and resonated with me. I also listened to the ones that I hated paying attention to what about them made me want to cover my ears.
What I found in my studies was that I liked the ones that sounded conversational (without resorting to phony dialogue), and spoke directly to me. And, I started imitating them. Not copying them, mind you, but imitating the style, the tone, the manner. You know what? Before long, I was writing some pretty good radio copy. That was self-satisfying, for sure, but what was really self-satisfying was to hear customers say that they had heard it. And, even more satisfying than that, was to watch customers come in, ask for, and buy the things I told them about. Even hearing from self-appointed critics showed me that there were listeners reacting to my words.
Did I start out even liking to write? Not really. I did, however, come to love copywriting when I realized the power of good copy. That's not to deny the power of the visual, though. It may go without saying, but strong copy wedded to great graphics wedded to just the right creative concept is a force of nature. And, the little known secret about writing is: it can be fun. Whereas graphics are pretty much limited to the capabilities and talents of the designer, words have few limitations for creating images, conveying ideas, persuading. Communicating.
Try it. You just might like it.
Dr. P
In subsequent posts, I can tell you how working without typesetting, using dry-transfer letters, taught me to write succinctly. I can also tell you how being the entire advertising department taught me how to buy media, too.
I came to advertising through the side door--through art and graphic design. As an art student, I did very little writing after the obligatory English Comp classes. In our graphic design classes, we didn't have to write copy, we simply "greeked" in or drew horizontal lines to indicate where we thought the copy ought to go, without regard for how much copy would be needed, or any other considerations beyond design. Our headlines were usually given to us and the only creative challenge was what typeface to use and what size.
I started writing copy with my first advertising job after the degree. I was hired by a small (six stores) chain of "boutiques" as advertising manager. Because I chose to graduate at the time of a recession (pretty much like now), no one was hiring, and although this wasn't the advertising agency job I really wanted, it was a job. I landed the job as advertising manager because I had been doing some freelance work for the chain and the owner thought it would be cool to have his own advertising department. I was it. The advertising department, that is. All of it.
I wrote my first piece of copy on a yellow legal pad while sitting on the floor of the radio station recording booth while our "voice" patiently awaited the words he was to read. I don't remember much about that first radio spot, but I do know that it was awful. It was worse than awful. It was terrible. It was everything that people hate about radio advertising: clichéd, full of "addisms," hyped up to sound more important than it was. In short, it was nothing that I wanted associated with my name at all.
When I heard that terrible thing coming out of my car radio on the most popular station in town, I knew that I wasn't alone in hearing it. I suddenly became aware of an audience and how they must be reacting to that awful ad. I was embarrassed that I put that out there for them to hear. I was ashamed of it. That wretched writing. That pitiful prose. That noise. That dreck.
It was at that point that I vowed never to write such crap again. So, how did I learn to become a pretty good ad writer (not to boast, but I did win four Addy Awards for my work)? I studied. I studied ads--especially radio ads, because that was our primary medium, that and newspaper. I listened to the ones I liked and paid attention to what about them that I liked and resonated with me. I also listened to the ones that I hated paying attention to what about them made me want to cover my ears.
What I found in my studies was that I liked the ones that sounded conversational (without resorting to phony dialogue), and spoke directly to me. And, I started imitating them. Not copying them, mind you, but imitating the style, the tone, the manner. You know what? Before long, I was writing some pretty good radio copy. That was self-satisfying, for sure, but what was really self-satisfying was to hear customers say that they had heard it. And, even more satisfying than that, was to watch customers come in, ask for, and buy the things I told them about. Even hearing from self-appointed critics showed me that there were listeners reacting to my words.
Did I start out even liking to write? Not really. I did, however, come to love copywriting when I realized the power of good copy. That's not to deny the power of the visual, though. It may go without saying, but strong copy wedded to great graphics wedded to just the right creative concept is a force of nature. And, the little known secret about writing is: it can be fun. Whereas graphics are pretty much limited to the capabilities and talents of the designer, words have few limitations for creating images, conveying ideas, persuading. Communicating.
Try it. You just might like it.
Dr. P
In subsequent posts, I can tell you how working without typesetting, using dry-transfer letters, taught me to write succinctly. I can also tell you how being the entire advertising department taught me how to buy media, too.
Thursday, August 25, 2011
New Semester, First Post
I promise I'll try to keep these short.
Here's a link to a site about logo design and what makes for better ones.
http://www.webdesignerdepot.com/2011/08/5-ways-to-spruce-up-a-logo-with-examples/
If you go to the sites I recommend, you'll often find links to other sites, previous articles, and so on. It's very much like going to a library shelf for a specific book and finding all kinds of interesting ones on the same subject around the one you wanted.
Read! Enjoy! Learn!
Here's a link to a site about logo design and what makes for better ones.
http://www.webdesignerdepot.com/2011/08/5-ways-to-spruce-up-a-logo-with-examples/
If you go to the sites I recommend, you'll often find links to other sites, previous articles, and so on. It's very much like going to a library shelf for a specific book and finding all kinds of interesting ones on the same subject around the one you wanted.
Read! Enjoy! Learn!
Tuesday, January 25, 2011
Advice on Your Current Project
I've been at this teaching design thing for around 30 years. I've been studying design for almost 40 years, and during that time, I've seen some really great logos and some really awful ones. Not to boast, but I've designed some logos, that if not great, are pretty good. And, I've designed logos that could easily fall into the awful category. Out in the wild, it's easy to spot both kinds, you just have to look.
However, what's awful to some, may be great to others and vice versa. When we talk about design, we often get back to taste, and taste is very subjective. But, even given that the aesthetics of logo design can be individualistic, there are logos that come to mind that almost everyone agrees are great design. You might not say they're pretty, but they're pretty great. What makes them great?
One great logo that comes to mind is the FedEx logo. The "hidden" arrow between the E and the x in Helvetica, was a stroke (pun intended) of genius. Lindon Leader designed this logo, which Rolling Stone Magazine has ranked as the eighth best logo of the past 35 years.
Another logo designer of note was Paul Rand, who designed logos for ABC Television, IBM, Next Computers, and others that you will undoubtedly recognize.
Then there's the logo that is arguably one of the most famous and one of the most parodied and copied logos ever. This the logo created by Milton Glaser for the I love New York campaign.
One of my favorite designers is Herb Lubalin, who is noted more for his type designs than for logos. But, he was no slouch at logo design, as these show:
Saul Bass not only designed logos that became famous and are still in use, but designed the posters for several Alfred Hitchcock movies, including Psycho. According to legend, Bass was art director on the film Psycho and directed the famous shower scene. Here's some of his legendary work:
Note how many of the logos above, although designed, in some cases, decades ago, are still in use. So, one characteristic of a great logo is that they stand the test of time.
Another characteristic comes to mind when looking at what many of these logos share and that's simplicity. Look at the AT&T, United Airlines, and United Way logos above: they're all simple in concept, but still befit the organization that they represent.
A web site I discovered while researching logos and their designers for this post is LogoDesignLove, which I strongly encourage visiting and bookmarking. I invite you, especially, to check out this article on negative space in logos. Good stuff, great examples.
This is a pretty good (and short) article on the anatomy of logos--more helpful information.
Dr. P
However, what's awful to some, may be great to others and vice versa. When we talk about design, we often get back to taste, and taste is very subjective. But, even given that the aesthetics of logo design can be individualistic, there are logos that come to mind that almost everyone agrees are great design. You might not say they're pretty, but they're pretty great. What makes them great?
One great logo that comes to mind is the FedEx logo. The "hidden" arrow between the E and the x in Helvetica, was a stroke (pun intended) of genius. Lindon Leader designed this logo, which Rolling Stone Magazine has ranked as the eighth best logo of the past 35 years.
Another logo designer of note was Paul Rand, who designed logos for ABC Television, IBM, Next Computers, and others that you will undoubtedly recognize.
Then there's the logo that is arguably one of the most famous and one of the most parodied and copied logos ever. This the logo created by Milton Glaser for the I love New York campaign.
Saul Bass not only designed logos that became famous and are still in use, but designed the posters for several Alfred Hitchcock movies, including Psycho. According to legend, Bass was art director on the film Psycho and directed the famous shower scene. Here's some of his legendary work:
Note how many of the logos above, although designed, in some cases, decades ago, are still in use. So, one characteristic of a great logo is that they stand the test of time.
Another characteristic comes to mind when looking at what many of these logos share and that's simplicity. Look at the AT&T, United Airlines, and United Way logos above: they're all simple in concept, but still befit the organization that they represent.
A web site I discovered while researching logos and their designers for this post is LogoDesignLove, which I strongly encourage visiting and bookmarking. I invite you, especially, to check out this article on negative space in logos. Good stuff, great examples.
This is a pretty good (and short) article on the anatomy of logos--more helpful information.
Dr. P
Wednesday, January 19, 2011
You'll appreciate this later.
Maybe not so much now, because chances are, you're not looking ahead to an assignment a couple of months away when you have to design a web site prototype. But, so you know about them, there are five landing page mistakes that you should know how to avoid. It also explains what a landing page is, in case you didn't know.
Subscribe to:
Posts (Atom)