The Casting Call No One Takes Seriously «Just use Helvetica.» «Make the logo bigger.» «Try something more fun.» Every creative brief includes these typography death sentences. Teams spend months perfecting strategy, messaging, and positioning, then treat font selection like an afterthought. Typography isn’t decoration. It’s casting. Every font carries personality, cultural associations, and emotional weight. […]
Typography as Voice for Brands Leer más »
The False War That’s Poisoning Creative Judgment «Less is more.» VS «More is more.» Every creative brief eventually splits along this ideological line. Minimalists preach the gospel of white space while maximalists defend visual abundance. Both camps miss the actual strategic question. The real issue isn’t philosophical — it’s tactical. I’ve spent years watching talented
Minimalism vs. Maximalism: The Eternal Duel Leer más »
The Million-Dollar Color Myth «Red creates urgency. Blue builds trust. Green means go.» Every creative brief includes these color commandments. Every brand guideline treats them as gospel. And every art director who follows them blindly wastes their client’s money. Color psychology isn’t a vending machine. You can’t press «red» and get «passion.» You can’t select
Color Psychology: Myths, Truths, and Uses Leer más »
