27. Shock and Awe
All working designers know there are clients in any person’s Rolodex that seem to fight against great design no matter how much you try to convince them otherwise. It only makes sense, then, that in the war against subpar design, the Shock and Awe principle would apply just as it would on an international battlefield. While we don’t advocate dropping massive bombs on your clients (in spite of the frustrations they cause you), we do advocate overwhelming them with spectacular displays of design prowess that “destroy their will to fight” against you. If Shock and Awe is used properly, your clients will become putty in your hands, humbly submitting to your will and deferring to your expertise.
Harlan K. Ullman and James P. Wade ...
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