'A whole is that which has a beginning, a middle and an end.'
-Aristotle
- utilisation of narrative design
- Freytags pyramid: setup, confrontation, resolution (structure)
- exposition
- narrative: description of story
designers: illustrate/demonstrate solution to a problem
story based messaging
- appeal to an emotional need
- connect
- tune message to audience
'The audience does not need to tune themselves to you - you need to tune your message to them.'
- Nancy Duarte
Toms: giving company - one for one
- imagery
- tone of voice
Massimo Vignelli - Graphic Designer
-only used 4 typefaces in his life
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