A Smile in the Mind explores witty thinking in graphic design and why it is successful. First wit depends on two things, the familiar and the play. The play is the unexpected twist; its the surprise that excites us. Done successfully witty design can:
- win time - people ponder the meaning
- invite participation - the design doesn't give all the answers
- give the pleasure of decoding - discover the answer for yourself
- provide reward - pat yourself on the back
- amuse - laugh out loud because it's clever
- get under the gaurd - now you will listen to me because I made you laugh
"For example, most signs are straightforward, like 'Fire Exit' or 'No Parking". What about a sign that delivers the information in a witty way? Suppose it says 'No Parking - Don't even think about it'?"
The "No Parking" sign example plays on two levels. Instead of a simple, straightforward message, 'Don't even think about it' implies that there is the option to not listen to the sign. Clever.
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