July '20

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6 0 G R A P H I C S P R O J U L Y 2 0 2 0 G R A P H I C S - P R O. C O M S I G N A G E & P R I N T I N G EXPERIENCE MATTERS IMPROVING YOUR WORK THROUGH EXPERIENTIAL DESIGN H ave you noticed how your most successful projects are those that seem to "fit" the best? To quote the great Mike Stevens, they have "eye ap- peal," that difficult-to-define characteris- tic that sets them apart and above the rest. This often seems to be especially evi- dent in the work of your competitors. We mumble, How do they get those cli- ents? What is their formula? Why does their work look just right? How do they do that? And, How can I improve my own work? As creators of signage and graphics, our tendency is to dial down on the details: "Maybe it needed another outline," or, "I'm going with a blue background next time." Those are certainly important points to ponder. We need to step back and take a critical look if we want to im- prove. For the following article, though, I in- vite you to step back even further. Con- sider that the secret to excellence in design (and to greater success in your business) might be waiting to be discovered in plain sight and unlocked by asking an entirely different set of questions. Clear your mind. Then, after a few deep R E G A R D I N G D E S I G N | M A R K O A T I S Our successful painted sky mural within this retail mall paved the way for an expanded role. A se- ries of avian sculptures paid homage to a nearby bird sanctuary. (Images courtesy Mark Oatis)

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