COMPARATIVE
LITERATURE
 When I tell you to
seek out design professionals whose skills are
appropriate to your needs, I stress the word appropriate. The Wall
Street Journal and Wired magazine are both
designed for very specific affect.
Complete August, 1997 issue of WIRED,
(Okay, short four pages to make it fit.)
|
Wired magazine
changes constantly
and even tries to create a sense of
anxiety and fear. Just looking at it
gives you the sense that the future is
exciting and strange, thus
somewhat frightening.
"Where is it? What
is it? Is it
dinner or am I
dinner?"
You’ll
want to read Wired to be
informed about our weird future so that
you can prepare for
it and defend yourself. |
| At the other end of the
design spectrum, The
Wall Street Journal is very staid
and stays that way for a purpose. The
Wall Street Journal has not
undergone a major change in its layout in
decades because the publishers want the
magazine to be regarded as a safe
and
stable source of information. |
Complete
July 24,1997 issue of The
Wall Street Journal
(Really!)
|
Restaurants
use similar strategies. Like the Wall
Street Journal,
McDonald’s does not change much. You
know you can enter, order and receive exactly
the same food
anywhere
you are.
[Some variations in foreign countries.
Ref: Pulp Fiction]
It does
not change, therefore it must be
trustworthy.
On the other hand, trendy contemporary
restaurants make it a policy
to change
their decor every three years. People who
go out to eat at these restaurants want
dining to be an exciting
and interesting experience.
If they become habituated
with a
restaurant’s decor or cuisine, they
will seek other, more novel dining
experiences.
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