Paula Scher, quoted in one of those endless books full of profiles of already-successful designers and additionally full of those designers’ Words to Live By.

I knew when I was going to work with Tiffany that what was wrong with their packaging was that the type was too big. It didn’t look expensive enough. What looks expensive? Something that’s withholding, something pulled back. Who wants it? Women who shop. What do they do? They go like this – they feel it. If you have a shiny, crappy piece of paper on the outside of your box that isn’t making a beautiful pattern, get some expensive paper. It’s goddamn Tiffany’s. Don’t have this crap stuff you can buy at a five-and-dime store. Dye the inside of the box. Make this stuff look like it’s letterpressed. It’s money. You’re designing for money.

The foregoing posting appeared on Joe Clark’s personal Weblog on 2016.08.21 14:10. This presentation was designed for printing and omits components that make sense only onscreen. (If you are seeing this on a screen, then the page stylesheet was not loaded or not loaded properly.) The permanent link is:

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