The best graphic design does more than capture attention and make the audience linger. It prolongs the encounter, compelling the reader not only to notice, but to remember. A Smile in the Mind documents the power of intellectual playfulness as it invades even the corporate heartland of annual reports and the dry territory of technical literature.
Beryl McAlhone and David Stuart begin by explaining what wit is and how it works. They make the case for wit in graphic design, seeing humour as the shortest distance between two people. The different routes designers can take are explainedincluding ambiguity, missing links, substitution and double-takes — to clarify the options available at the start of an assignment.
