Stop, Think, Go, Do

Much graphic design cannot afford neutrality; it must

grab attention in crowded environments.

ENTERTAIN

Always leave ’em laughing—a lyric in a 1903 song by

Tin Pan Alley great George M. Cohan—is the unofficial

mantra of stand-up comedians everywhere. It might be

appropriate for graphic designers, too—as well as always

leave ’em thinking . . . remembering . . . and doing! A

large amount of graphic design is straightforward or

neutral—“The facts and nothing but the facts, ma’am.”

But much graphic design cannot afford neutrality; it

must grab attention in crowded environments and im-

plant the seed (whatever it may be). That is exactly when

the graphic ...