In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
George LoisRead
I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator.
Interpretation
The quote emphasizes the distinction between mere design and the power of communication in conveying ideas.
George Lois highlights the importance of communicating ideas effectively rather than focusing solely on the aesthetic aspects of design. He sees himself not merely as a designer but as a communicator who translates big ideas into messages that resonate with people, suggesting that the essence of creativity lies in conveying thoughts and stories rather than just creating visually appealing forms.
In practice
In a speech about creativity in marketing campaigns.
In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
Truly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond.
In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.
I've done truth to power all my life. It's got me into trouble, but who cares?
Great advertising, in and of itself, becomes a benefit of the product.
You find that you have to do many things, more than just lift up the camera and shoot, and so you get involved in it in a very physical way. You may find that the picture you want to do can only be made from a certain place, and you're not there, so you have to physically go there. And that participation may spur you on to work harder on the thing, . . . because in the physical change of position you start seeing a whole different relationship.
The cinema began with a passionate, physical relationship between celluloid and the artists and craftsmen and technicians who handled it, manipulated it, and came to know it the way a lover comes to know every inch of the body of the beloved. No matter where the cinema goes, we cannot afford to lose sight of its beginnings.
My best songs were written very quickly. Just about as much time as it takes to write it down is about as long as it takes to write it...In writing songs I've learned as much from Cezanne as I have from Woody Guthrie...It's not me, it's the songs. I'm just the postman, I deliver the songs...I consider myself a poet first and a musician second. I live like a poet and I'll die like a poet.
An artist's initial broad stroke is always most impactful, and obsessively adding layer upon layer of paint to fill in details often diminishes the painting's aura. When an aura is lost, it is impossible to get back.
Ever since I was a child I've always been very attracted to melodies. Whether I hear Jeff Beck, a choir, an ocean or the wind, there's always a melody in there.
The science of design, or of line-drawing, if you like to use this term, is the source and very essence of painting, sculpture, architecture... Sometimes... it seems to me that... all the works of the human brain and hand are either design itself or a branch of that art.
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