{"id":148118,"date":"2025-03-21T17:37:29","date_gmt":"2025-03-21T17:37:29","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/making-design-invisible-the-goat-farm\/"},"modified":"2025-03-21T17:37:29","modified_gmt":"2025-03-21T17:37:29","slug":"making-design-invisible-the-goat-farm","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=148118","title":{"rendered":"Making design invisible \u2014 The Goat Farm"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"\" style=\"white-space:pre-wrap;\">I shouldn\u2019t have remembered his slide\u2026. For bad reasons but not for good ones either<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\"><strong>I think in a way good design should be a bit invisible<\/strong>.\u00a0Good design doesn\u2019t get in the way of the story, or the purpose, or the idea<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">A great <strong>chair<\/strong> isn\u2019t one that people look at and go wow, that\u2019s a great chair. It\u2019s one they sit in for three hours watching a Peter Jackson movie without getting a sore bum<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">A great <strong>painting<\/strong> isn\u2019t one that just demonstrates amazing technique, or understanding of colour and composition. Although it could and it might. \u00a0It\u2019s one that makes people cry, or turn to God, or look out the window at their own landscape in a completely new way<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">A great beer <strong>bottle<\/strong> isn\u2019t for looking at; it\u2019s for drinking out of<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Good design isn\u2019t done for its own sake<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">I should point out here that while I\u2019m a creative director\u2026. Which I sometimes sum up as taking a good idea and adding that final 95%&#8230; I\u2019m not a designer, I\u2019m a writer<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">I\u2019m a writer, when I think design I often think about typography. For some designers, type is the stuff that if you squint your eyes in just the right way it makes pleasing blocks of grey on the page. For the reader, though, it\u2019s the point.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">One of my heroes in type design is a guy called Denis Glover. He was a New Zealand poet, war hero, alcoholic, boxer, publisher and typographer Your parents may know his poem The Magpies. Here\u2019s what Denis said about typography, and I like to think it applies to design in general. After five (beautifully designed pages) discussing at length the choices a designer can make when it comes to type faces and how they are displayed on the page he ended with this one thought:<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">The best type is the type that is never noticed<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">The best type is the type that is never noticed<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">The best design, the best creativity, the best art is the stuff people never even see as design, creativity or art. It does a job. It makes life better. It gets an idea across.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">This isn\u2019t decoration, or arts and crafts, it\u2019s essential and important. Design, creativity, art\u2026 help people live better lives, make ideas move faster, make machines work better. They make money, they save lives, they change the world.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Anything else is just colouring in<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">But you know that better than I do. You\u2019ve spent years of your lives studying this, doing this, working with New Zealand\u2019s best teachers, having your thinking challenged and challenging them back.\u00a0That\u2019s an awesome commitment and you should be proud<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Your parents and whanau should be proud too\u2026 because you\u2019re not going to spend your lives just <strong>working<\/strong> in this city or this country or this world; you\u2019re going to spend your lives <strong>changing<\/strong> it, improving it, making it work better, making an impact that might not be noticed but will be felt<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">And maybe if you have an eye for typesetting you might want to give my Nobel Prize winning physicist a call before he leaves the country<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Thank you again and congratulations. Enjoy tonight and enjoy Gradfest. Then go out and change the world<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">(Also, if you&#8217;re reading this William D Phillips&#8230; you have a Nobel Prize. Your PowerPoint can be as shitty as you like! Loved the lecture, thank you.)<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">\u00a0<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">\u00a0<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">\u00a0<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>I shouldn\u2019t have remembered his slide\u2026. For bad reasons but not for good ones either I think in a way good design should be a bit invisible.\u00a0Good design doesn\u2019t get in the way of the story, or the purpose, or the idea A great chair isn\u2019t one that people look at and go wow, that\u2019s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":148119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[1185,6021,15171,2069,2167],"dealstore":[],"offerexpiration":[],"class_list":["post-148118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-design","tag-farm","tag-goat","tag-invisible","tag-making"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Making design invisible \u2014 The Goat Farm - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=148118\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Making design invisible \u2014 The Goat Farm - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"I shouldn\u2019t have remembered his slide\u2026. For bad reasons but not for good ones either I think in a way good design should be a bit invisible.\u00a0Good design doesn\u2019t get in the way of the story, or the purpose, or the idea A great chair isn\u2019t one that people look at and go wow, that\u2019s [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=148118\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-21T17:37:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/Makingdesigninvisibleblogimage.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"787\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=148118#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=148118\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Making design invisible \u2014 The Goat Farm\",\"datePublished\":\"2025-03-21T17:37:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=148118\"},\"wordCount\":600,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=148118#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/Makingdesigninvisibleblogimage.jpg\",\"keywords\":[\"Design\",\"Farm\",\"GOAT\",\"Invisible\",\"Making\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=148118#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=148118\",\"url\":\"https:\/\/fivemor.com\/?p=148118\",\"name\":\"Making design invisible \u2014 The Goat Farm - 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