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by Paul Basista | Guild Executive Director | December 1999
For those of you who haven't heard the sad news, designer Lorraine Louie passed away Saturday, November 20, after a long battle with cancer. Lorraine was a gentle soul and a rare talent whom I liked very much. She designed the Guild News for a while. Her spouse, Danny Pelavin, and her two daughters, Anna and Molly survive her.
At 44, Lorraine was way too young for all of us to have lost her. On my long commuter train ride, I noticed an AP story headlined "Taiwanese firm pulls ad using Hitler to sell heaters." Accompanying the article was a reproduction of the poster featuring a smiling caricature of Hitler in a khaki uniform and black jackboots, his right arm raised high in salute. Above him are a white space heater and the slogan (in Chinese) "Declare war on the cold front!"
I'm always amazed at the power of design and illustration. In this case, the ad so appalled Jews and Germans in Taipei; the trading firm took immediate action to pull the ads. "We thought it was just a comic picture," said Hong Chong-jung, manager of the Taiwanese company's marketing department, "but we didn't think of the negative response from foreigners in Taiwan, from Germany and the Jewish people. Now when we do things for the public, we will think about everyone and from every perspective." he added.
Obviously, every alienated audience member translates into a lost sale. Ironically, while clients understand the power and impact of visual communications on the public, when purchased, these services are consistently undervalued.
Even the notoriously low-paying editorial market can cause powerful reaction. In the aftermath of the Amadou Diallo shooting, a New Yorker cover by Art Spiegelman depicted a police officer in a shooting gallery taking 41 shots for 10 cents at civilians. More than 100 members of the Patrolmen's Benevolent Association picketed The New Yorker offices in protest. Thankfully, The New Yorker did not back down to the pressure.
Who would have thought an illustration (bought for a measly couple of thousand dollars) could have such a powerful impact? The answer is the artist, the art director and the community of artists. Perhaps editors and publishers should pay more attention.
Even more than pushing emotional hot buttons, good design and illustration push other buttons, too. For example, the branding makeover of Hush Puppies shoes (remember them?) won a coveted design award from Business Week—precisely because of the impact the new image had on the company's bottom line.
I for one am convinced of the value graphic artists create from nothing. I suspect many clients know it too—otherwise, why they are demanding so many rights beyond the initial use? If only more graphic artists recognized the tremendous value they provide, and charged accordingly.
