(Rockport) Stop, Think and Go Do - How Typography & Graphic Design Influence Behavior.pdf

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STOP

think

GO, DO

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STOP

think

GO, DO

HOW TYPOGRAPHY & GRAPHIC DESIGN

INFLUENCE BEHAVIOR

STEVEN HELLER & MIRKO ILIĆ

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!

chapter

chapter

CONTENTS

introduction :

STOP, GO, READ THIS!

2

4

6

chapter

chapter

1 3

CAUTION

ADVOCATE

The language of advocacy

has a common goal: alter

behavior and act upon

instincts, whatever the

outcome may be.

Cautionary messages

force the receiver to

go somewhere or do

something to avoid

dangerous consequences.

INFORM

PLAY

47–75

103–127

Graphic design focuses

our eyes and mind

on what is already

instinctively hardwired.

Play adds dimension

to design, enabling the

viewer to have more

active participation in it.

10–45

77–101

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chapter

chapter

?

6

8

chapter

chapter

5 7

EXPRESS

TRANSFORM

A manifesto should be

a declaration of war

against complacency.

At the very least it should

trigger thinking.

Transformation is not

more than making the

real abstract and vice

versa. It is about taking

something familiar and

making it serendipitous.

EDUCATE

ENTERTAIN

161–197

211-223

Much graphic design

cannot afford neutrality;

it must grab attention in

crowded environments.

Graphic design arguably

is itself a grand portal

to the process of

education.

ABOUT THE AUTHORS

129–159

199–209

and

ACKNOWLEGMENTS

224

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