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"Design is like good writing. It's communicating with as few words as possible."
Theory
Heward does not use theory to direct his art. Art Center College of Design never emphasized theory because "it wasn't practical."
Knowing the Medium
"Another big part of design is considering your medium and how to make the most of it." Mainly the message of the campaign was conveyed through posters. Another medium was postcards. Postcards had the advantage of placing the picture on the front and the message on the back. Placing the message on the front of the postcard would "convolute it."
Obsessed with Breasts Campaign
"We weren't after making people feel good. We were trying to make people think of breast cancer."
"Once you get their attention and then you can give the information. There will be a better chance to read it and retain it. And if its something they don't notice then they won't even look at it or read it."
General Design Thoughts
"You have to get their reaction before you can communicate. If it's boring and it's something their not going to look at, then you lost your chance to communicate."
"Look for ways to show it or put it in a way that people have never seen before. Help people see or think of it in a new light. Tug at the emotions of people. Any kind of communication you aim at the head or the heart. Appeal to their intellect or raw emotion."
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