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"When you know something and you know it so well, so deeply, you assume that people understand it." Alan Alda

I love that quote--it refers to a principle that works in lots of varying contexts. Alda was discussing science, but I immediately thought of how well it applies to marketing, graphic design, and copywriting.

The client (and eventually you) know the product or service so well that you lose track of what is understood. How a necessary part of the process is to step away from the ad, the website, the APP, or the collateral piece to grasp what it looks like from the observer's point of view.

Hope you are well,

Chuck

Have you seen my InDesign Ideabook?

315 template files in 19 different categories -- Everything from brochures, newsletters, and direct mail to packaging, calendars, and books (one CD works with both Mac and PC). Use two or three files and you'll pay for the entire book and disc...

For Adobe InDesign

Here > http://www.ideabook.com/the_indesign_ideabook_59.html

For QuarkXPress

Here > http://www.ideabook.com/quarkxpress_templates.html

"TYPEFIGHT is an arena for alphabetic altercations..."

A cadre of designers got together to pick a fight: Who can create the better letter?

As they explain it, "We cooked up a simple concept. Create enmity between two designers via salty language and a bottomless bin of yo' mama jokes, then watch them use their lettering skills to duel while democracy takes its course. In a week, the loser walks away with emotional scars and the winner walks away with measureless glory. But ultimately, Typefight is just an arena for people who like having fun with letters."

Bing.

Example 1: Dan Christofferson VS Dan Cassaro...

Here >   http://thetypefight.com/details/dan-christofferson-vs.-dan-cassaro

Example 2: Sindy Ethel VS Nick Matej...

Here > http://thetypefight.com/details/sindy-ethel-vs.-nick-matej

Example 3: Graham Erwin VS Von Glitschka...

Here > http://thetypefight.com/details/graham-erwin-vs.-von-glitschka

The TYPEFIGHT website...

Here > http://thetypefight.com/

Illustrator Anthony Calvert shows people "how-to"

Technical illustrations are complicated. You've got to figure out how to show a process or product, divide it into a reasonable number of stages, create accurate, clear representations, AND do it with style. It ain't as easy as it looks.

Example 1...

Here > http://d1vbicfi1yyiko.cloudfront.net/uploads/2013/04/2010_08-Mens-Health-Scarf-styles-768x1086.jpg

Example 2...

Here > https://static1.cosmosmagazine.com/sites/default/files/styles/cosmos_body_full/public/180515_Technophile_1_R.jpg?itok=RliZU3r2

Example 3...

Here > http://d1vbicfi1yyiko.cloudfront.net/uploads/2013/04/2011_02-Mens-Health-Heimlich-Manoeuvre-768x768.jpg

Calvert's website...

Here > http://anthonycalvert.com/

He is represented by Jacky Winter...

Here > http://jackywinter.com/artists/anthony-calvert

Lesson: Don't formulate a creative concept from a widely circulated idea

Haha... Launched within three days of each other, campaigns for Sulekha.com (a local service need fulfillment platform) created by Ogilvy & Mather and one for Exide Life Insurance, created by Bengaluru's Autumn Worldwide, use the same metaphor--an example of "jugaad" (roughly defined as a workaround in the Indian culture)-in this case, the idea of splitting the output of an air conditioner using a pair of trousers.

Ouch.

Thanks to Chris Miller for pointing us to it.

The Exide Life Insurance spot...

Here > https://www.youtube.com/watch?v=93rmPxakndY

The Sulekha.com spot...

Here > https://www.youtube.com/watch?v=p2A4WLeoxcc&spf

An article from The Economic Times about the faux pas...

Here > http://economictimes.indiatimes.com/industry/services/advertising/jugaad-backfires-ogilvy-mather-autumn-worldwide-end-up-with-similar-tv-ads/articleshow/50621626.cms

Here's one search result that appears toward the top when you search for "jugaad" on Google-which includes the trouser/air conditioner image...

Here > https://www.quora.com/JUGAAD-What-are-the-best-examples-of-Indias-Jugaad-used-to-solve-everyday-problems

At this writing, that same trouser image appears over 100 times on TinEye...

Here > https://www.tineye.com/search/fc22a0da6681ff2e16e3fbd0aea5f007687bbfcf/

Meet lettering artist Becca Clason

Among other things, Becca Clason creates static and animated typographic compositions centered around natural elements.

Example 1...

Here > https://vimeo.com/128882477

Example 2...

Here > http://www.beccaclason.com/COOKING-CHANNEL

Example 3...

Here > http://gfycat.com/SickSarcasticBubblefish

An interview...

Here > http://type-ed.com/2015/09/18/becca-clason-savory-sweet-cards/

Becca Clason's website...

Here > http://www.beccaclason.com/ABOUT

The continuing story of photographer Vivian Maier

Even here, we've been talking about Vivian Maier and her secret life for five years. Since we last checked in a year ago, more has been learned about her past. In case you are interested...

From the New York Times: Digging Deeper Into Vivian Maier's Past by Kerri MacDonald...

Here > http://lens.blogs.nytimes.com/2016/01/12/digging-deeper-into-vivian-maiers-past/

A Peek Into Vivian Maier's Family Album by Kerri MacDonald...

Here > http://lens.blogs.nytimes.com/2016/01/13/a-peek-into-vivian-maiers-family-album/

By Pamela Bannos: Vivian Maier's Fractured Archive...

Here > http://vivianmaierproject.com/

My first post about the discovery of Maier's body of work...

Here > http://www.pageplane.com/photography/a_photography_mystery_is_being.html

You'll find a large collection of her photographs here...

Here > http://www.vivianmaier.com/

Graphic designer: Feeling as if you are not accomplishing enough?

It's easy in today's world of high-achievement to believe you're "not living up to your potential"-I certainly feel that way at times. (Maybe because my teacher's always wrote that tired phrase on my report cards).

Here is an interview from "The Art of Manliness" podcast (Brett McKay) of Cal Newport about his new book, "Deep Work." (This applies to womanliness just as well.) Newport talks about the value of focus in a distracted world. It really is revelatory.

Thanks to my wife, Leslie Green for pointing us to it. (Think she's trying to tell me something?)

From "The Art of Manliness" podcast: An interview of Cal Newport regarding "Deep Work."...

Here > http://www.artofmanliness.com/2016/01/12/podcast-168-the-value-of-deep-work-in-the-age-of-distraction/

Cal Newport's blog...

Here > http://calnewport.com/blog/

You can order Deep Work here...

Here > http://www.amazon.com/gp/product/1455586692/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1455586692&linkCode=as2&tag=ideabook-20&linkId=6LSLBWE6Q7PZ6BR4