Book review: Stop, Think, Go, Do: How Typography and Graphic Design Influence Behavior
by Steven Heller & Mirko Ilić
The book describes the most effective principles of the design that gets under our skin with numerous examples. In this post I will describe each principle, and for each pick the example that I like the most.
“When design is operating best, the audience is less ware of the design tropes than how the design functions.”
1. Inform – deliver information to the receiver so that he processes it in a way: stop, think, go, do. Design should not distract from the main meaning but yet should draw attention to it. Icing on the cake would be to turn the information into truly useful knowledge.
2. Advocate – engaging audience in an issue or event and designed to trigger a response. “Whether the design advocates social change or consumer engagement, the language of advocacy has a common goal: alter behavior and act upon instincts, whatever the outcome may be.”
3. Play – this principle’s first step is the common route that begins with trial and error. It’s a good way for a designer to learn and express, and it allows the viewer to participate more actively.
4. Caution – wants to ensure health and well-being of all. It demands action so it has to be clear enough to not cause any confusion.
5. Entertain – the fundamental goal is to bring enjoyment. It implies acting for an audience and it’s up to designer’s conceptual skill, and instinct for what appeals best to intended audience.
6. Express – influencing others through personal beliefs. It usually expresses state of minds engaging the environment with typographic installations. They are rarely too lengthy and are most effective in just few words.
7. Educate – the goal is to encourage thinking and doing by producing fuel that powers various behavioral and intellectual engines in one’s mind.
8. Transform – making the real abstract and vice versa. Message should be distinct and unique enough to transcend the barricades in people’s minds and, therefore, transform behavior.
You can get this book here:
