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  • A Smile in the Mind: Witty Thinking in Graphic Design

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A Smile in the Mind: Witty Thinking in Graphic Design Paperback – March 7, 2016

by Beryl McAlhone (Author), David Stuart (Author), Greg Quinton (Author),
4.8 out of 5 stars (69)
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Forty years of "witty thinking" from over 500 designers, including hundreds of visual examples and interviews with the world's top practitioners

First published in 1996, A Smile in the Mind rapidly became one of the most influential books in graphic design – a rich sourcebook of design ideas and an entertaining guide to the techniques behind witty thinking.

Now extensively revised and updated, this book explores the powerful role of wit in graphic design, making the case for wit, as the magical element that builds the world’s biggest brands and engages people with messages that matter. Packed with illustrations showcasing the use of wit by today’s practitioners alongside classic examples, A Smile in the Mind brings together the best projects from around the world and across the decades. The different routes designers can take are examined and illustrated with inspirational examples, exploring wit by technique (such as ambiguity, substitution and double takes), application (including posters, packaging and data visualization) and business area, spanning digital, retail, arts and culture, politics and even matters of life and death.

The book also features interviews with legendary designers past and present, answering the biggest question of all: how did they get the idea? Designers offer a glimpse into their private working methods and thought processes, and reveal the inspiration behind classic pieces of work.

Showcasing forty years of witty thinking and including over 1,000 projects and 500 designers and creative thinkers, A Smile in the Mind is an essential compendium of contemporary designs and a celebration of classic pieces, resulting in the definitive guide to wit in graphic design. Written with humour and insight, it offers designers a friendly read, a helpful sourcebook and a trigger for ideas.

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  1. Print length
    272 pages
  2. Language
    English
  3. Publisher
    Phaidon Press
  4. Publication date
    March 7, 2016
  5. Dimensions
    10 x 0.88 x 11.5 inches
  6. ISBN-10
    071486935X
  7. ISBN-13
    978-0714869353
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From the Publisher

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

Packed with illustrations showcasing different examples of the use of humour in a variety of graphic design and products, from invitations to letterheads, digital platforms and works of art

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

Ballet classes: tear off for details. Grupo Gallegos, USA, 2006. Creative directors Favio Ucedo/Juan Oubiña; art directors Curro Chozas/Paula Oliosi

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

Marking five years of the Levi's Ambiance Mix collection with a lamp post, a paint pot and some red foil. Frederik Vercruysse/King George. Belgium, 2010

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

The Italic Poster by Eivind Molvær, Norway, 2007; Photo credits: Michaela Klouda

Reprinted over eight times since its original publication, now revised, expanded and updated by contemporary experts

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

A rich sourcebook of design ideas and an entertaining guide to the techniques behind witty thinking

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

Features the work of the most prominent designers from across the globe

humor, graphic design, graphic, phaidon, phaidon archive of graphic design, apple, pentagram

Includes interviews with over 20 of the world’s top designers, including Ivan Chermayeff, Milton Glaser, John Gorham and Alan Fletcher

Editorial Reviews

Review

"An entertaining sourcebook, this is a perfect gift for any designer." ―Armin Vit, Absolutely Fulham

"This collection of brilliant work is testament to the endless invention of graphic designers. A landmark book of enduring significance." ―Patrick Burgoyne, Creative Review

"The closest thing to a bible for wit and cleverness... provides enough material to turn any project into an opportunity to bring a smile to someone’s face." ―Armin Vit, UnderConsideration.com

"Smile after smile in the mind" ―Creative Review

"Graphic design is not bend over funny, but as this important book reveals, design humour is what brings the message home." ―Steven Heller

"Valuable instruction manual for one of the most useful but difficult-to-judge aspects of contemporary graphics." ―Print

"There is... serious, practical wisdom packed in this excellent compendium." ―Quartz

About the Author

Beryl McAlhone is a London-based writer with a special interest in design.

David Stuart is based in London and is a founding member of the design company, The Partners.

Greg Quinton is based in London and is Executive Creative Director at The Partners.

Nick Asbury is a writer for branding and design, and one half of the creative partnership Asbury & Asbury.

Product details

  • Publisher ‏ : ‎ Phaidon Press
  • Publication date ‏ : ‎ March 7, 2016
  • Edition ‏ : ‎ Updated
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 071486935X
  • ISBN-13 ‏ : ‎ 978-0714869353
  • Item Weight ‏ : ‎ 3.66 pounds
  • Dimensions ‏ : ‎ 10 x 0.88 x 11.5 inches
  • Best Sellers Rank: #1,299,259 in Books (See Top 100 in Books)
  • Customer Reviews:
    4.8 out of 5 stars (69)

About the authors

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  1. Beryl Mcalhone

    Beryl Mcalhone

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  2. Nick Asbury

    Nick Asbury

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    Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one half of Asbury & Asbury UK. Works include The Road to Hell (a critique of the corporate purpose movement), Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind (2016 version co-authored with Greg Quinton), Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How some of the best advertising writers in the world write their advertising.

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  3. David Stuart

    David Stuart

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  4. Greg Quinton

    Greg Quinton

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Customer reviews

4.8 out of 5 stars
69 global ratings

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  • Amazon Customer
    5.0 out of 5 stars A lovely, lovely book on the thought that goes into good design!
    Reviewed in India on November 28, 2020
    Format: PaperbackVerified Purchase
    Bought this as a gift for a friend, and we both love it. The quality is great, and is beautifully designed. You can keep flipping pages and skimming and always find something new. It really makes you think about good design, and the thought that goes into it.

    My friend is in advertising, so he often goes back to it if he wants ideas or inspiration. A nice resource to have around the house or office.
    Report
  • Kyle
    5.0 out of 5 stars Don’t you have this book already??!
    Reviewed in the United Kingdom on February 9, 2023
    Format: PaperbackVerified Purchase
    Simply a must for designers and lovers of the design world. The original book was a game-changer and it has an update and wonderful new colour
    Report
  • Emilien Lazaron
    1.0 out of 5 stars Not a great quality
    Reviewed in Canada on March 15, 2020
    Format: PaperbackVerified Purchase
    The book and its content were as expected
    The package came on time
    But the cover of the book was somehow damaged and it unglued itself so now cover is loose and the book is really hard to read.
    Not very pleased
    Report
  • Cliente Amazon
    5.0 out of 5 stars One of the best books in Graphic Design
    Reviewed in Spain on February 13, 2017
    Format: PaperbackVerified Purchase
    A smile in the mind is an amazing book that every graphic designer should read. A lot of interesting text + practical examples.
    Report
  • Damiano Cenderelli
    5.0 out of 5 stars Bel libro ricco di spunti
    Reviewed in Italy on January 1, 2017
    Format: PaperbackVerified Purchase
    Una bella raccolte di advertising e elementi di comunicazione che hanno oltre ad una apprezzabile progettazione, un tocco "stuzzicante" in più!
    Report
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