Made You Look
by Bennett Holzworth, (0 comments)
This is the third book that I have read in order to beef up my knowledge of the speakers at this year’s How Conference. I was lucky that, Made You Look had been recently re-printed. I am glad I didn’t have to shell out 60-100 clams for the fist edition (although it still might be worth the price).
I think I might be one of the few designers (among those that do read) that hasn’t read Stefan Sagmeister’s “self-indulgent” design monograph, Made You Look by Peter Hall. This isn’t by mistake. When Sagmeister’s Detroit AIGA poster came out, I was convinced that this poster was a publicity stunt and not the direction that design should be heading (I was just out of school and pretty idealistic). Since then I have realized all of the other amazing work that Stephan has done. That slip case induced ravenous dog cover was enough to make me want to read his book. I wasn’t disappointed. It is rare to find a design book as entertaining as this.
His approach to design is incredibly unique. WIth his speciality production techniques, what should come across as novel only supports the end concept. I also find his sources of inspiration unique. Instead of looking at other designers, Stefan looks outside the boundaries of our small profession to science. This influence comes through wether it is a business card than can only be read when spun, images that bleed off the page to form pictures on the edge of the book or CD covers that change when you pull them out of their jewel case.
The quotes from his friends and other famous designers about what piece of design that touched their heart was fun to read. I’m not sure that I like interrupting the flow of the book to read these quotes on the inside gutter, but maybe I am just being picky. I did enjoy his handwritten excerpts from his own journal (although I assume that they were rewritten for the book). He passed along some great stories that I’m sure I will come back to. If I am ever around Stefan I will make sure to look out for flying potatoes!
After looking at his work, I find myself looking at my own projects a little differently. Is there something more that I could do that would make it memorable and also support the concept? Can I push my design a little further? I’m no Sagmeister, and I don’t want to be, but a great deal can be learned from his thoughtful approach and unique execution.
One of Stefan’s unchecked goals that he had on a to-do list in the back of the book is to “touch someone’s heart with design.” I am sure I am not the first.
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