Adonis Durado: Good Vs. Great

GOOD VS. GREAT speaker: adonis durado @adonisduradosnd foundation syracuse student symposium3 february 2012 / S.I. Newhouse School of Public Communications New York, USA

GOODIS NOTGREAT.

In a professional environment,it is expected that designers produce at least good, decent pages.

A good page is a marriage ofcontent and form.

The formula of a good page is:

The formula of a good page is: GOOD GOODCONTENT + DESIGN

GOODDESIGN

GOODHEADLINE GOOD DESIGN

GOODHEADLINE GOOD + DESIGN

GOODHEADLINE GOOD + DESIGN GOOD ART

GOODHEADLINE GOOD + = DESIGN GOOD ART

GOOD PAGES...

GOOD PAGES... but are these GREAT?

Does this pageinstantly grabyour attention?

Does this pageinstantly grabyour attention?Does this pageexcite you?

Does this pageinstantly grabyour attention?Does this pageexcite you?Does this engageyou to read on?

Does this pageinstantly grabyour attention?

Does this pageinstantly grabyour attention?Does this pageexcite you?

Does this pageinstantly grabyour attention?Does this pageexcite you?Does this engageyou to read on?

I used to think that there is a thin line dividinga good page and a great page.

But compelling evidenceshows that there is more to it than meets the eye.

A GREAT PAGEIS A WOW PAGE.

Design is visual manipulation. And a great designer is a great manipulator.

HOW TO SPOTA SPINNINGBLACK HOLE?

Great design is not boring.A great designer embraces eclectic visual treatment.

There are many ways to skin a cat.

And a great designer knowswhen to exercise restraint.

A GREAT PAGEIS FULL OF CONCEIT.

In literature, conceit is deﬁned as an extended metaphor with a complex logic that governs a poetic passage or entire poem,by juxtaposing, usurping, manipulating images and ideas in surprising ways.

Visual conceit is a method ofdressing up, enriching, adding layers or dimension to a story.

TYPES OF CONCEIT

TYPES OF CONCEITConceptual conceit

TYPES OF CONCEITConceptual conceit Stylistic conceit

Conceptual conceit

Conceptual conceitConcept as controlling metaphor

America isentangled bydebt crisis

America is CONCEIT:entangled by Using the threaddebt crisis in the illustration

When ﬁnancialadviser becomesineffective

Getting richby legal means

Stylistic conceit

Stylistic conceitVisual style as the dominant force

Retro-lookingpage design

An illustrationthat imitatesa graphic

Headlineas illustration

To design with conceit givesadded value to its textual form.

It gives context and allows easy associationto better understand the story.

A GREAT PAGE EMBODIES ORGANICAND ARCHITECTONIC QUALITIES.

Design is not just a vessel or container. It is the physical shape of the story.

STUTTERINGIS IN THE GENES,NOT HEAD

HOW SECRECYUNDERMINESCREDIT REFORM

Designing is storytelling.

Nothing should be therethat does not contribute to the page.

THE ENDOF DVD ERA

SAY IT IN YOURLANGUAGE!

CRAFTSMANSHIP Execution is critical.Concept alone is not enough. Style alone is not enough.

RESOURCES coverjunkie.com behance.net visualize.us dailypoetics.com booooooom.comillustrationmundo.com illustrophile.com designobserver.com

RESOURCES THE FIVE OBSTRUCTIONS (2003) Director: Lars Von Trier and Jorgen Leth

THANK YOU! adonisdurado@gmail.com behance.net/adonisduradolinkedin.com/in/adonisdurado facebook.com/adurado @adonisdurado

Adonis Durado: Good Vs. Great

by SND Update on Feb 01, 2012

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Adonis Durado: Good Vs. Great — Presentation Transcript