Why run a headline on a curve? In this package, it helps add interest
and it works naturally with the illustration. The lower curved headline echoes the design at the top.
Why we need to ask why
WHEN WE WERE KIDS, many of us drove our parents to distraction with “why” questions. The classic, of course, is “why is the sky blue?”
You can be sure there were others:
• Why is it dark at night?
• Why is the water wet?
• Why is up?
We were full of “the whys” back then.
As designers, we can take a good lesson from that. We can remember to ask “why.”
• Why am I putting this in a box?
• Why am I jumping this story?
• Why am I using this color?
Sound design demands that every element on the page needs a reason to be there. If its existence cannot be explained, then it’s extraneous—and therefore bad design.
There are basics to good design, such as contrast, unity, focus and the like. Every element on the page needs to contribute to sound design approach.
You see, design isn’t “playing with the page.” It isn’t “Let’s see how this looks.” It isn’t “Throw a tint behind that story and see if it works.”
Good design is a discipline. It’s a cabinet maker using his measuring tools, remembering to “measure twice…cut once.” It’s that same cabinet maker using his plane to smooth the surface of a dresser.
And it’s that same cabinet maker running his fingers along the grain of the wood, using his years of experience to feel for those places that are still a bit rough, still a bit unfinished.
When he finds those spots, he’ll work to remove them. Because they don’t belong.
One of our tasks as designers is to use our experience to find those elements that don’t belong—and remove them.
We do that every time we ask ourselves “why.”