Design is in the details...

A Portrait of the Designer: Child’s Play

You would think that something like letterhead or business cards would be so simple that anybody could design it. After all, it’s just an application of the client’s logo and contact information onto a blank canvas. When I would bring my first round of comps to Lisa, however, she would immediately point out details that I have never before considered. Direct but patient, she indicated inconsistencies in the spacing of elements and half-point differences in type size that rendered my work inelegant.

In a great article about the importance of detail, Naz Hamid argues, “It’s a phrase you hear often: design is in the details. With design, paying attention to small details—and in some cases, obsessively focusing on ‘what isn’t right’ — can take a design from ‘nearly there’ to ‘there’ and beyond.” Paula tells me that this specificity is the basis for craft — what makes Pentagram Pentagram.