How refreshing Quentin Newark’s comments on book jacket design were [DW 3 November]. He appreciates that some graphic disciplines, such as book jackets and retail, are far more limiting for the designer in both format and visual scope than others.
It’s revealing that in those market sectors where design must sell the product, designer and client have to negotiate much harder to achieve results. It’s a pity that many designers – and awards panels – don’t realise this and automatically assume something’s “crap” just because it doesn’t look like a club flyer (or whatever the prevailing fashion happens to be).
When we start judging work within the context of its own marketplace we’ll appreciate that our definitions of good or innovative design are sometimes too narrow.
Adrian Searle
Retail marketer and book jacket designer
- Industries in this article
