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Alexander W. White, managing director of The
Alexander W. White Consultancy, works with advertising
and editorial art directors as well as editors and
advertisers to guide them to more effective design
for their targets. He is author of Advertising
Design and Typography ,
Thinking
in Type: The Practical Philosophy of Typography
and The
Elements of Graphic Design: Space, Unity, Page Architecture,
and Type, all from Allworth Press. He teaches
at Parsons The New School of Design in New York
City.
Strategies: Do targets want
our messages?
Not just no, hell no! We have to sell every single
message. How do we do that? By revealing their relevance
to our targets, giving them stopping power and making
them interesting. Client's and colleague’s
whim often contributes to a message's diminished
impact. Is there a better way to define quality
in a design, and can we get those around us to buy
into it? Alex helps you decide.
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