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Don't think outside the box.
Graphic design is not about thinking outside the box. In fact, it is just the opposite. Graphic designers are asked to think inside many boxes: the messaging box, the budget box, the timeline box and so on. The power of a graphic designer’s creativity is not in her ability to create a masterpiece from nothing, but in her ability to support a narrowly defined set of objectives in a striking and new way.
A fine artist, on the other hand, creates masterpieces that are defined, in part, because of their ability to transcend definition. The art object allows each observer to define the work as it relates to him or her. This would be disastrous for a graphic designer, because he is trying to communicate a particular message. As marketers we strive to leave no room for interpretation: we want to inspire our audiences to act in a specific way. |
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