With Books like 'Smile in the Mind' and my personal projects such as the Fruit Juice packaging and the Sainsburys bags [refer to website], it seems that as far as concept goes, this way of thinking represents the end of the line. The idea characterises a very popular and desired style that has its' origins from the beginning of graphic design back in the sixties. The idea of a 'one-liner' strap line that people get instantly. Usually ‘witty’ it seems to be the holy grail of graphic design—so simple anyone could have thought of it, but didn’t. In this sense the idea is stifled, exciting for a moment and then admired for being ‘clever’, but with no further understanding required or lasting resonance.
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