The best graphic design does more than capture attention & 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 Mc Alhone & David Stuart begin by explaining what wit is & 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 & 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 & the dry territory of technical literature. Designers can refer to examples for every category of graphics from direct mail to information graphics & for a variety of sectors from leisure & the arts to manufacturing & 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 & Japan.