Rubylith, amberlith, marking up type, Rapidograph pens, FPO, stat cameras, using hot wax or rubber cement to create hard mechanicals. Does any of this sound familiar? If you were an art director orgraphic designer prior to the rise of the almighty Macintosh, it does. And you look back on those days witha certain fondness, but no desire to go back.
Yep, we've come a long way, baby. These days the designer's lingo includes TIFF, JPG, GIF, CSS, HTML, Flash, Pixel, DPI, CS. Yes, we sure are fancy now. But here's a term that never becomes obsolete: IDEA. As in “The Big.” Whether runes carved in a rock or the latest browser window, the idea is what cuts through the clutter. It's what sets you apart. Without it, all the acronyms don’t matter.
The process still starts the same way it did back when: What are we trying to say? Who are we talking to? What can we say that no one else can? How can we say it that will reflect our unique personality? Say it with a smoke signal if you like; the right idea, the right message, to the right audience always works. It did then and it does now. Now, who stole my t-square?
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