Make It Bigger
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Make it Bigger
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COR P ORATE P OLITICS 101
Make It PR I N C ETO N AR C H ITE CTU R AL PR E SS N E W YO R K
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COR P ORATE P OLITICS 101
t Bigger Paula Scher 3
Published by Princeton Architectural Press 37 East Seventh Street New York, New York 10003 For a free catalog of books, call 1.800.722.6657. Visit our Web site at www.papress.com. ©2005 Princeton Architectural Press All rights reserved Printed in China 08 07 06 05 4 3 2 1 First paperback edition No part of this book may be used or reproduced in any manner without written permission from the publisher, except in the context of reviews. Every reasonable attempt has been made to identify owners of copyright. Errors or omissions will be corrected in subsequent editions. Editor: Mark Lamster Editor Paperback Edition: Lauren Nelson Copyeditor: Lauren Neefe Proofreader: Cathryn Drake Special thanks to: Nettie Aljian, Ann Alter, Nicola Bednarek, Janet Behning, Megan Carey, Penny (Yuen Pik) Chu, Jan Cigliano, Clare Jacobson, Nancy Eklund Later, Linda Lee, Evan Schoninger, Jane Sheinman, Lottchen Shivers, Katherine Smalley Myers, Scott Tennant, Jennifer Thompson, and Deb Wood of Princeton Architectural Press —Kevin C. Lippert, publisher Library of Congress Cataloging-in-Publication Data Scher, Paula. Make it bigger / Paula Scher.—1st paperback ed. p. cm. ISBN 1-56898-548-7 1. Graphic arts—United States—History—20th century. 2. Design—United States—History—20th century. 3. Scher, Paula. I. Title. NC998.5.A1 S34 2005 741.6'023'73—dc22 2005009938
This book is dedicated to the profession of graphic design and to all the talented wits, intellects, and humanists who are its best practitioners.
“Any jackass can kick down a barn door. It takes a carpenter to build one.”
OVER
the past thirty years the design field has not changed all that much. The basic motivating factors that fire up designers and push them to produce their best work remain the same. Designers want to make things, or make things up, and have those things that they’ve made or made up seen, used, and appreciated by lots of people. The things designers make may help someone decide to read a book or a magazine, buy some recorded music or candy, see a play or a ballet. They may help someone navigate a building or a Web site, understand technology, or vote in an election. The things designers design may be powerful, provocative, funny, obsessive, or elegant. But they are all created with the express purpose that other people will use them in some way. For designers to have the things they make, or make up, get made (and seen, used, and appreciated by lots of people), they must necessarily collaborate with editors, publishers, retailers, and businessmen—the people who have some stake, and therefore an important say, in the very things that are being made by designers. This book is about that collaboration. In rereading this text I realize that in only a few instances do I make reference to the massive technological changes that occurred in the graphic design profession during the last three decades. Wh
