In design, size matters
Knowing and using this technique has saved my “design behind” more times than I can tell.
The author of the story included a story about how an airline was able to increase their bottom line some $40,000 by removing one olive from each salad served on flights. The moral of the story is that small changes make a big difference.
I thought, “Boom. Size matters. That’s the unifying concept.”
Years ago I read Kit Hinrichs descriptions of design and he challenged me to make things as big or as small as I could.
That was the inspiration to make an olive (pretty small) as tall as Tom Moe on the cover to advertise his oversized success based on making consistent small changes.
The opening inside spread juxtaposed that same olive a lot closer to real size with a small caption to indicate the reality of making small changes.
This introduction is what gave context to a great set of pictures of Tom and his team that included representatives of the press, sales, and production areas of the company. This unique team HAD to be included because they had used their unique perspectives to identify and solve inefficiencies – and to consider new and profitable opportunities.
Moving a potential reader from a boring and unattractive “I suppose this will be good for me…” to “Gee! I wonder if I can do this?” Is really the pleasure of a well built team that includes writers, editors, photographers and designers.
What could move your next design along?
Send me your questions. I would love to help if I can.