Attention To Detail
“It’s attention to detail that makes the difference between average and stunning”
~ Francis Atterbury
A book production expert with over 30 years of practical experience in letterpress, offset lithography, digital and silk-screen printing, commercial and craft binding as well as commercial and hand paper making. He works with artists, galleries, museums, collectors, art advisors and individuals to produce luxurious and award winning books.
What
What does Francis Atterbury mean? It is the details that make something stunning and detail derives from a process towards the ultimate solution. The ultimate solution is the answer to developing something stunning, which in the end can be experienced through the idea and its visual form.
How
How can we learn from this? Average is the result of a lack of attention and lack of attention is an absence of understanding a business, brand, product, or service. When understanding is missing, the details will also be missed and the chance to create something stunning will be lost.
Why
Why is this important to design? Average goes unnoticed and does not stand out from the competition. Average blends into the background whereas stunning will cut through the noise and demand the attention of the onlooker. Stunning gets you noticed and taken seriously.
FINAL THOUGHT
Most well developed brands such as Apple, Nike, or Dyson are good examples of companies that embrace the understanding of their customers needs. Whether it be product or graphic based design, the connection between attention and understanding is proven through these brands stunning design.
