August '21

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G R A P H I C S - P R O. C O M 2 0 2 1 A U G U S T G R A P H I C S P R O 5 1 G R A P H I C S - P R O. C O M 2 0 2 1 A U G U S T G R A P H I C S P R O 5 1 his use of saper vedere — knowing how to see things — da Vinci demonstrated he knew what each project required and what clients expected. Do the same; learn from him. While photography was not at his disposal, da Vinci was keenly aware that different proj- ects required divergent and sometimes novel methods of interpreting the subject matter for the ultimate finished work. Thus, choos- ing the best medium (photography, illustra- tion, graphics, et al) for your project's center- piece is critical. Revert to the era of da Vinci. For your next job, eschew photography and use illustration if possible. While it is understandable that stock art/clip art/roy- alty-free art is just an arm's length away, go for original art. Maybe you have someone at your shop with true drawing talent? If not, engage with and hire local artists for that next project. By doing so, your shop's work becomes more noticeable, more original, and will stand out. Originality has become increasingly im- portant with social media and the bombard- ment of nonessential imagery becoming the criterion. Employ bold, thought-provoking, and balanced visuals to layouts by eliminat- ing superfluous design noise; less is more. The goal should never be to use what is easiest, fastest, or cheapest. Do your clients deserve uninspired graphics? Strive for dyna- mism and imagination to deliver an everlast- ing imprint that will bring you more work. Be like Leo. SPICE IT UP Perhaps the antithetical heroine to da Vin- ci, Victoria Beckham, aka Posh Spice of the girl-power group Spice Girls, seems to have been born for the camera, or largely because of it. From the development of her photo-friendly girl group, Beckham understood the power of imagery and how to exploit it. Becoming the luminous face for the legions of fans was no accident, but rather a well-crafted business model that propelled her image into one of promi- nence and influence. And it was done by branding her correctly: with distinctive, creative imagery. Photography is visceral. A photo's power resides in the immediacy of how our brain translates the image. It's easy to relate to because it is often less abstract than illus- tration. We live our lives through photos. Just don't fall into the chasm of dupli- cation like so many pharmaceutical firms that present their product in near identical fashion. Select the right photo image, and your project could be on-trajectory and on-target. Use any commonplace or over- used photo, and your project suffers to the point of a disposable. Stock photo houses are a resource, but the more you rely on just that source, the more your work becomes generic. Have no fear. Get spicy. The headline stating "The Fine Art of Iced Tea" encouraged the design approach for this beverage's in-store graphics with an acrylic painting that is simply sweet. (Im- age courtesy Matt Touchard)

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