Problem Solved

Advertising is one of the biggest industries worldwide and is a field devoted to continuous innovation and reinvention. The author presents an intelligent and informative discussion, with many illustrated examples, of the problems faced by designers and advertisers when presented with a client's brief. Problems discussed include producing innovative work while avoiding repetition, standing out in the market place, reinventing a tired brand, communicating essential facts in a culture of information overload, keeping a brand young and trendy, dealing with propaganda, the use of shock tactics and the place of word-based advertising in a world over-run with images and sound-bites. Each chapter looks at an individual problem in detail and concludes with a case study of a particular designer or group of designers who have solved the problem in an important way. The examples featured are taken from classic and contemporary advertising and are international. Designers and advertisers whose work is discussed in the book include Chermayeff and Geismar (US), Saatchi and Saatchi (Global), BMP (US/Global), Minale Tattersfield (UK/Global), Derek Birdsall (UK), Niklaus Troxler (Switzerland), Bob Gill (US), Henryk Tomaszewski (Poland), Makoto Orisaki (Japan) and Paul Fishlock (Australia). They range from magazine layouts and poster design to packaging, interior design, advertisements and corporate identity. This highly informative guide to design brings together for the first time discussion and case studies of all major advertising and graphic design of the twentieth and twenty-first centuries. The combination of informative, well-illustrated essays and detailed case studies is unique and as such will be important for students and professionals in all related fields.