Design Clinic: Storefront sign for a tailor

By Bob Behounek

Posted on Wednesday, July 8th, 2015

Human emotional connection Throughout my career I have strived to interject a human-to-human connection in my work. There are many ways to do that. All the information, whether it’s two words or 20, must be felt before it can be read. This lets you create a mood with your design.

The simplicity of elements helps our customers not only understand the message as quickly as possible, but want to look at and read what they see. Don’t get me wrong. The basic printed word works well in certain circumstances. But there is no replacing the human-to-human emotional connection in our designs. It attracts our attention quicker and keeps us connected to an advertisement even though we may not have an overall immediate need for the product or service it advertises.

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Bob Behounek

Bob Behounek has spent over 40 years as a sign artist and pinstriper in the Chicago, Illinois, area.