ii. Thoughts... / The Ten Commandments
This list of ‘Ten Commandments’ is a list of lessons learned and ways of thinking and working that I have picked up along the way that inform and underpin the way I approach my work. Unlike the biblical commandments they are not written in stone, they are fluid and subject to change. They might be right, they might be wrong, you might agree with them or maybe not, but I stand by them.
№01.
First impressions are important.
The average attention span is under seven seconds, which is less than a goldfish! So grabbing peoples attention, fast, and keeping it are essential for creating engaging and memorable communication.
№02.
Everything is right.
At least in the sense that everything is an experience, a lesson to be learned or an opportunity to advance and move forward.
№03.
Details matter.
That’s where the devil is as they say — in the details. Although an older, lesser knowing saying puts ‘God in the details.’ Either way, there’s a pride in knowing that everything has it’s place, meaning and reason to exist. By design.
№04.
You know nothing.
“The more you know, the more you realise how little you know.” This is the paradoxical truth about knowledge, and a source of frustration to some, but joy for others. The eternal student always has more to discover... after all no one likes a know-it-all!
№05.
No bad frames.
I’ve always considered moving image as: graphic design x time. With this in mind, I aim to be able to pause a project on any frame and it be a meaningful, beautiful image both in it’s own right and as part of the sequence.
№06.
Concept, concept, concept.
A sound concept is a foundation on which to build upon. It should be solid. Does your idea work as a still image? This is a good foundation for moving image.
№07.
Everything in it’s right place.
Designers are information architects, so making sure that there is a reasoning behind each and every design decision ensures that nothing is left to chance and everything has a purpose.
№08.
Contrast is king.
Be literal, be abstract, figurative, explicit, obvious and unexpected. Contrast makes for more interesting, exciting and memorable stories. Try to think in opposites.
№9.
Dream Client.
Your next client is your dream client! At least that is the mindset I like to employ, as every job has the potential to become the most exceptional piece of work you have ever created. Also, you are only as good as your last project.
№10.
Know the rules — break the rules.
If you know the rules you can break them — knowing when, how and why are important. This is key to standing out and differentiating your work from the competition. Be unexpected, be remembered.
№11.*
Find balance.
“All work and no play makes Jack a dull boy”. But also: All play and no work makes Jack a mere toy. Find the balance.
*Yes, you counted correctly — there are eleven commandments...
I’m embracing commandment No10!