Breaking Away From The Zebra Pack.pdf

The creative
industry is
in a conStant
statE of
evolution,
and it can be
chaLlenging
to keep uP.
BREAKING AWAY FROM THE ZEBRA PACK:
FOSTERING DIVERSITY AND AUTHENTICITY IN DESIGN

this new White
Paper EXplores
the intersection
of technology,
creativity, and
the question
of authenticitY.

download froM
full screen mOde.
20-min reAd
Gain a deeper understanding of the
challenges and opportunities presented
by technology’s impact on creativity,
as we navigate the complex terrain
of the creative industry.
This White Paper serves as an
experimental exploration at
the intersection of technology,
creativity, and the question
of authenticity.
BEST VIEWED ON DESKTOP OR LAPTOP.

4
BREAKING AWAY FROM THE ZEBRA PACK
CREDIT: KIEKOL
ISTOCK PHOTO ID: 512575116

5
FOSTERING DIVERSITY AND
AUTHENTICITY IN DESIGN

6
While such techniques may have proven effective in the past,
they can lead to a lack of diversity and originality in design
and marketing, making it challenging for brands to differentiate
themselves from their competitors.
Various factors contribute to uniformity. For example, budget
constraints may force designers and marketers to depend on
familiar techniques rather than taking risks and experimenting
with new ideas. Additionally, the pressure to stay relevant and
competitive in a crowded market can result in a focus on what is
considered popular or trendy.
Nevertheless, the significance of diversity and authenticity
in design and marketing cannot be overstated. By celebrating
differences and embracing authenticity, designers and marketers
can create work that stands out from the crowd and resonates with
a broader range of customers.
As a design practitioner, I’ll be the first to admit that I often
struggle to break away from the herd. It’s easy to get caught
up in the latest trends and techniques, designing for other
designers rather than the end user or customer. I’m guilty of
allowing my own creative ego to dominate the work, rather than
focusing on what truly connects with and appeals to customers.
In this White Paper, we will delve into the reasons behind
homogenisation, its impact on the industry, and provide examples
of how designers and marketers can break away from the zebra
pack, fostering diversity and authenticity in their work.
intrOductioN:
Homogenisation is pervasive in
the design industry and marketing
strategies, manifesting as a reliance
on dominant design styles and marketing
techniques. These methods are often
influenced by historical development,
current technology, and cultural norms.

7
Natural selection plays a crucial role in shaping the
characteristics of a species, promoting traits that provide a
survival advantage in a given environment. In the context of the
zebra pack, this can be understood as the tendency for design,
marketing, and fashion industries to converge on certain styles,
techniques, or trends that have proven successful in the past.
These dominant trends may have initially emerged due to their
effectiveness or appeal, leading to their widespread adoption
and eventual standardisation within the industry.
01
the zebra Pack
and itS Origins
The term “zebra pack” refers to
the tendency of individuals or
organisations to conform to the
predominant style, approach, or
behaviour within their industry or
social group. This phenomenon can
be traced back to the concept of
natural selection, a key principle in
evolutionary biology, where organisms
with advantageous traits are more
likely to survive and reproduce.
In his book ‘Graphic Design History: A Critical
Guide,’ Steven Heller emphasises that design styles,
movements, and techniques are not static but rather
influenced by the zeitgeist, politics, and economics
of the moment (Heller, 2018, p. 8). This dynamic
nature implies that designers and marketers often
strive to remain relevant and competitive.

8
However, like in natural selection, there exists a
trade-off between adaptation and diversity. When a
particular trait becomes dominant in a population, it
can lead to a loss of genetic diversity and increase
the risk of extinction if the environment changes in a
way that renders the dominant trait no longer adaptive.
Similarly, within the design industry and marketing
strategies, the pressure to conform to prevailing
design styles and techniques can result in a lack
of diversity and creativity, ultimately leading to
unremarkable and forgettable work.
Derivative expressions are inherent to the human
condition; we all learn and adapt characteristics of
communication, style, language, etc., from others. In
some ways, this phenomenon can be seen as a response
to the effectiveness or appeal of certain styles,
leading to their widespread adoption and eventual
consolidation within the industry. For example, in
the design industry, the rise of minimalist design
can be linked to its efficient use of space, clean
aesthetics, and the ease with which it can be adapted
across various platforms and devices. However, this
stands in contrast to the Arts and Crafts movement
of the late 19th and early 20th centuries, which
rejected the mass-produced goods of the industrial
revolution in favour of traditional craftsmanship and
natural materials.
derivativE
expreSSions are
inherent to the
human conditioN;
We all learn
and adapt
characterisTics
of communication,
styLe, lanGuage...

9
Similarly, in the marketing world, the
widespread use of influencer marketing can
be seen as a response to the effectiveness
of this strategy in reaching and engaging
target audiences. As more marketers turned
to influencers to promote their products or
services, the strategy became increasingly
prevalent, ultimately contributing to the
standardisation of marketing techniques.
When a particular
trait becomes
dominant in a
population, it can
lead to a loss of
genetic diversitY
and increase The
risk of extinctioN.
By understanding the biological basis of
conformity and its relevance to the design
and marketing industries, we can better
appreciate the challenges in breaking away
from the zebra pack and the importance
of celebrating differences and embracing
diversity in our creative pursuits.

10
02
uniformitY in
thE DeSign industrY
Homogenisation in the design industry
is not limited to design aesthetics,
but can also be seen in branding
strategies. Brands often follow certain
archetypes or models when developing
their brand expression, such as the
hero, the rebel, or the caregiver. While
these archetypes can be effective in
creating a clear and compelling brand
story, they can also contribute to
standardisation as brands feel pressure
to fit within a certain mould.

11
However, as Joseph Pine and James Gilmore
emphasise in their book “The Experience
Economy,” the key to standing out in a
crowded market is to create a unique and
memorable customer experience (Pine &
Gilmore, 2011, p. 13). This means going
beyond simply creating a logo or following
a certain archetype, but rather creating
a brand experience that is authentic,
meaningful, and resonates with the target
audience.
One way to break away from homogenisation in
branding is to explore different archetypes
and find a unique combination that reflects
the brand’s values and personality. As Carl
Jung noted in his theory of archetypes,
there are universal patterns of behaviour
and images that are part of the collective
unconscious, and brands can tap into these
archetypes to create a deeper connection
with their customers.
Ultimately, breaking away from
uniformity in the design industry and
branding requires a willingness to take
risks and experiment with new ideas and
approaches. By embracing transparency,
technology and experimentation,
designers and marketers can create
work that stands out from the crowd
and inspires others to celebrate
diversity and embrace differences
in their own work.
therE are universal
patterns of behavioR
and images that are
part Of the collective
unconsciouS...
CARL JUNG
— THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS

12
03
Same—Same
in Marketing
Strategies
Homogenisation in marketing strategies
can manifest in several ways,
stifling creativity, authenticity,
and differentiation. One example is
the reliance on formulaic marketing
techniques, which are believed
to appeal to a broad audience and
generate revenue. However, this
can result in unremarkable and
forgettable campaigns.
In recent years, influencer marketing has gained
popularity as a strategy to reach a large audience.
While effective, it can contribute to uniformity,
as many influencers adopt similar aesthetics, tones,
and brand collaborations, leading to a lack
of content diversity.

13
In her book “Marketing in the Participation
Age,” Daina Middleton highlights the
importance of engaging the audience and
allowing them to participate in the brand’s
story (Middleton, 2013, p. 9). By involving
the audience in the marketing process,
brands can create a sense of community
and belonging, leading to increased brand
advocacy and loyalty.
To break away from ‘same-same’ in
marketing strategies, marketers can
embrace creativity, experimentation, and
authenticity. They can develop campaigns
that are unique, memorable, and resonate
with the target audience. This can involve
exploring new and unconventional marketing
techniques, such as experiential marketing,
and collaborating with diverse creators
to bring fresh perspectives and ideas to
the campaign.
According to Andrew Essex in his book “The End of Advertising:
Why It Had to Die, and the Creative Resurrection to Come,”
marketers should avoid the trap of influencer marketing, which
can feel like shouting into an echo chamber (Essex, 2018, p.
144). Instead, they should focus on creating authentic, credible,
and resonant campaigns that reflect their brand’s values and
personality, fostering deeper connections and increasing
brand loyalty.
brandS that develop
relationships with theiR
customers And create
a sense of community
around their products
are more likely to succeed
in the participation agE.
DAINA MIDDLETON
— MARKETING IN THE PARTICIPATION AGE

14
04
breaking Away froM
the zebra pacK
To break away from the zebra pack
and celebrate differences in design
and marketing, it is important to
actively seek out and value diversity,
experimentation, authenticity, and
transparency. This means valuing
different perspectives, ideas,
technology and creative expressions
that may not fit within the traditional
mould of the industry.
As Ellen Lupton notes in her book “Thinking
with Type: A Critical Guide for Designers,
Writers, Editors, & Students,” good design
is not just about the final product but
the process of getting there. Designers
can focus on the creative process and take
risks, stepping outside of their comfort
zone to create designs that push boundaries
and stand out from the crowd. This can
involve exploring different design styles,
techniques, and mediums that may not be
considered mainstream or trendy.

15
There are numerous examples of brands and designers who
have successfully embraced diversity and originality
in their work. For instance, Apple Inc. has always
prioritised simplicity and minimalism in their designs,
even when the tech industry trended towards complexity.
Patagonia, an outdoor clothing brand, emphasises
sustainability and environmental responsibility in
their design and marketing strategies. These brands
serve as excellent examples of breaking away from
industry norms and pushing boundaries.
Similarly, in marketing, it is crucial to move away
from trendy marketing techniques such as influencer
marketing and focus on creating marketing campaigns
that are authentic, credible, and resonate with the
target audience. This means understanding the target
audience and what matters to them and creating marketing
campaigns that engage them in a genuine way.
Airbnb’s rebranding and Toms
Shoes’ “One for One” business
model are prime examples of
marketing campaigns that are
authentic, credible, and connect
with their target audience. By
putting the focus on creating
genuine experiences and social
impact, these brands have managed
to break away from the herd and
stand out in their respective
industries.
Breaking away from the zebra
pack also means rejecting the
pressure to conform to dominant
design styles, technology, and
marketing techniques.

16
This can be challenging, especially in
an industry where certain styles and
techniques are considered the norm, but it
is essential to celebrate differences and
embrace diversity in design and marketing.
Designers and marketers can actively seek
out new voices, perspectives, and creative
expressions, valuing them as essential to
creating innovative and impactful work.
Guerrilla Girls, an anonymous group of
feminist activist artists, is a great example
of designers who have used unconventional
methods and bold messages to raise awareness
about important social issues. By embracing
diversity and authenticity in their work,
they have managed to make a lasting impact
in the art and design communities.
breaking away from thE
zebra pack also Means
reJecting the pressure
to coNform to dominanT
Design styles, technology
and marketinG techniqueS.
ADAPTED FROM: STEFAN SAGMEISTER
— ORIGINATOR OF THE QUOTE “STYLE = FART”

17
Firstly, incorporating diverse voices, perspectives, and creative
expressions brings fresh ideas and unique approaches to the
table. It allows for a richer and more inclusive range of designs
and campaigns that resonate with a broader audience. By stepping
away from homogeneity, designers and marketers can tap into new
inspirations and unlock innovative solutions that set them apart
from their competitors.
Secondly, embracing diversity fosters a sense of authenticity
and authenticity is a powerful tool in building meaningful
connections with customers. When designs and marketing campaigns
authentically reflect the values, interests, and experiences of
diverse audiences, they are more likely to resonate and engage
on a deeper level. This, in turn, leads to increased customer
loyalty, brand advocacy, and a stronger market presence.
Additionally, diversity in design and
marketing is crucial for reflecting
the reality of our diverse world. By
incorporating different perspectives and
representing various cultures, backgrounds,
and identities, we can promote inclusivity
and contribute to a more equitable and just
society. This resonates with customers who
seek brands that align with their values and
appreciate the importance of representation
and inclusiveness.
Embracing diversity in design and marketing
is a catalyst for innovation. When we
expose ourselves to new ideas, challenge
conventional thinking, and incorporate
diverse influences, we open ourselves up
to breakthroughs and groundbreaking
concepts. It sparks creativity, drives
continuous improvement, and propels the
industry forward.

18
05
fashioN and the risk
of being A peacock
If you’ve ever dared to wear a colour
outside the norm or a pattern not in
the latest trend, you might know what
it feels like to be a peacock among a
flock of pigeons — which could lead
to some strange looks or even a few
unsolicited comments from strangers
on the street. But what causes this?
We’ve discussed breaking away from the
zebra pack in design and marketing,
but what about fashion?
In fashion, the process of uniformity
can also exert a powerful influence, as
trends swiftly transition into the norm
and individuals conform to similar styles
and colours.
Fashion, like design and marketing, can
fall victim to homogenisation. In the
world of fashion, trends can quickly
become the norm, with everyone adhering to
similar styles and colours, much like the
seemingly conspicuous stripes of a zebra.
Counterintuitively, these stripes serve an
essential purpose for zebras in the wild.
Through the lens of natural selection, the
stripes’ primary function is to create an
optical illusion when zebras gather in a
group, blending individual animals into
the pack and confusing predators. This
uniformity of appearance is a survival
mechanism for the species.

19
Similarly, conforming to fashion trends
can provide a sense of belonging and
social acceptance. However, it’s important
to remember that just as the stripes on
a zebra serve an essential function in
nature, individuality and diversity in
fashion can also play a vital role in self-
expression and creativity. Embracing one’s
unique style and breaking away from the
monotony of prevailing trends can lead to
more innovative, inclusive, and exciting
fashion choices.
CREDIT: ADAPTED FROM ‘HIPSTER FASHION CYCLE’
— BY EMILY MIETHNER
outsidEr:
SOMEONE BORED WITH
CONSERVATIVE FASHION
WEARS A NEW HAT THAT THE
MAJORITY OF PEOPLE FIND IN
POOR TASTE.
preciPice:
A FEW TRENDY PEOPLE START
WEARING THE HAT AND IT QUICKLY
DEVELOPS A CACHET OF COOL.
Mainstream:
THE MASSES CATCH ON AND
EVERYONE WEARS THE HAT.
decLine:
THE HAT PEAKS IN POPULARITY
AND LOSES FAVOR.
ironIc:
A FEW PEOPLE START WEARING
THE UNPOPULAR HAT AS A JOKE.
Nostalgic:
THE HAT TAKES A MYSTERIOUS TURN
FROM BEING A JOKE TOWARD EVOKING
WARM FEELINGS FOR THE PAST.
conserVative:
THE HAT BECOMES A GENUINE
ARTICLE OF SENSIBLE FASHION AND
A SIGN OF GOOD TASTE.
faShion
treNd
cyclE

20
In this context, it’s crucial
to strike a balance between
acknowledging the role of
trends in shaping our collective
fashion sense and encouraging
individuality. By fostering a
culture that celebrates and
supports diverse styles and
creative expressions, we can
help redefine the fashion
landscape and inspire others
to step outside the confines
of the “zebra pack”, ultimately
creating a more vibrant and
inclusive fashion ecosystem.
— BILL CUNNINGHAM
— YVES SAINT LAURENT
fashion iS the armor
tO survive the reality
of Everyday lifE.
A fashion trend fades,
but style is eternal.

21
06
peacock party:
leveraginG
algoriThms for
Creative diverSiTy
Algorithms have permeated various
aspects of our digital existence.
From personalised recommendations
on streaming platforms like Netflix
to curated social media feeds, these
algorithms often promote content
that aligns with users’
previous preferences.
However, this reliance on algorithms can inadvertently
contribute to homogenisation, as platforms like
Pinterest, intended to inspire creativity, can
inadvertently reinforce familiar patterns and ideas
as users seek inspiration and references.
With many designers and creatives using the same
search terms and references, the result can be a
flood of similar content that can stifle individual
expression.

22
However, designers and marketers can leverage
technology, such as algorithms and language models,
to promote diversity and originality, ultimately
breaking away from the zebra pack.
These tools can empower designers
and marketers to:
01
Unleash creative potential by tapping
into diverse examples and perspectives,
encouraging innovative thinking and
new approaches.
02
Craft tailored marketing messages for
distinct customer segments, addressing
their unique preferences and needs, while
maintaining a genuine brand voice.
03
Foster serendipity and exploration by
incorporating randomness into algorithmic
recommendations, inspiring users to
discover fresh ideas and perspectives
outside their usual preferences.
04
Rapidly experiment with unconventional
ideas, allowing for swift testing
and iteration, propelling them beyond
the ordinary and towards unique and
inventive solutions.
fosteR serendipity
And exploration
by incorporating
randomneSS into
algorithMic
rEcommendations...

23
However, it’s essential to consider the
ethical implications of using algorithms
and language models in design and marketing.
Potential issues include the perpetuation
of biases, the invasion of privacy, and the
reinforcement of existing power structures.
To mitigate these negative consequences,
designers and marketers can consider:
By embracing these strategies and critically examining the
implications of using algorithms, designers and marketers can
leverage technology to create diverse, authentic, and impactful
work that stands apart from the homogenised landscape.
01
Being transparent about the use of
algorithms and language models,
allowing users to understand how their
data is being used and why certain
recommendations are being made.
02
Continuously evaluating and refining
algorithms to reduce biases and ensure
that they promote diversity and
creativity.
03
Implementing privacy-preserving
techniques to protect user data and
maintain trust.
credit any ai
or Language
Model Assistance,
to ensure that
the creativE
Process remains
transparenT.
04
Encouraging user feedback and actively
involving users in the process of refining
and improving algorithms, fostering a
more democratic and inclusive approach to
algorithmic design and marketing.
05
Crediting any AI or language model
assistance to ensure that the creative
process remains transparent.

24
standardisatioN
beyond Design:
Implications for Film,
Music, Television,
and Literature
Homogenisation is often discussed in
the context of design, marketing,
and fashion, it is also a powerful
force in other creative industries
such as film, music, television, and
literature. In these domains, the
pressure to conform to popular trends
and established formulas can result in
a lack of diversity and innovation.
07
In the film industry, the prevalence of franchises, sequels,
and remakes can lead to a sense of creative stagnation. Studios
often prioritise projects with proven track records or familiar
concepts, resulting in repetitive narratives and a dearth of
original stories. By focusing solely on box office returns,
studios may inadvertently limit the diversity of stories being
told and the voices being heard.
Similarly, the music industry can become dominated by certain
styles, genres, or production techniques, resulting in a
standardised sound. The pressure to conform to commercial
expectations can inhibit artistic experimentation, leading to a
musical landscape that lacks variety and originality. Independent
musicians and unique styles often struggle to gain visibility
and recognition amidst the noise of mainstream success.

25
In television, the quest for high ratings/views and commercial
success can lead to the proliferation of formulaic shows that
follow predictable storylines and character archetypes. This can
restrict the development of innovative narratives and limit the
representation of diverse perspectives and experiences.
In literature, the pressure to produce bestsellers and conform
to market expectations can stifle creativity and limit the
diversity of voices and stories. Publishers may prioritise books
that fit within established genres or follow familiar narrative
structures, overlooking innovative and unconventional works.
To counteract standardisation in these creative industries, it is
essential to foster a culture that values and supports diversity,
experimentation, and authenticity. This can be achieved by:
By cultivating an environment
that values diversity and
experimentation across creative
industries, we can promote
innovation, foster more inclusive
spaces, and enrich the cultural
landscape with a broader spectrum
of artistic expression.
01
Encouraging the exploration
of alternative narratives, styles,
and techniques, providing opportunities
for creators to experiment and push the
boundaries of their respective fields.
02
Supporting independent creators
and amplifying underrepresented
voices, ensuring that a wide range
of perspectives and stories are
shared and celebrated.
03
Recognizing the importance of creative
risk-taking, even when it may not align
with commercial expectations, as a
catalyst for innovation and growth
within the industry.
04
Challenging the status quo and
reevaluating industry norms, embracing
change, and adapting to the evolving
needs and interests of audiences.

26
summarY
/ConclusiON
Throughout our exploration, we have
examined the biological underpinnings
of uniformity through the lens of
natural selection, the evolution
of design movements and marketing
strategies, the influence of
technology and algorithms, and the
importance of embracing diversity
across creative industries such as
film, music, and literature.
To navigate this postmodern landscape,
designers and creators can strike a delicate
balance between drawing inspiration from
existing ideas and pushing the boundaries
of creativity. This approach not only
inspires others to celebrate differences
and embrace diversity in their own work,
but also cultivates a more vibrant and
inclusive world.
We have highlighted the intricate
interplay between originality and
derivation, recognising that the
act of creating something new often
involves building upon the work
of others.

27
Furthermore, it is crucial to acknowledge
the potential risks, considerations, and
unintended consequences associated with
the use of algorithms and language models
in design and marketing. This White Paper,
authored by Noah Butcher and edited with
the assistance of ChatGPT, emphasizes
the significance of human creativity and
ingenuity in breaking free from conformity,
embracing new technologies, and advocating
for diversity.
The involvement of language models raises
questions about the intersection of human
and algorithmic voices — a significant
departure from using MS-Word grammar tools,
spell checks, or writing assistance tools
like Grammarly. Does the use of a non-human
editor diminish the authenticity of the
creative process, including illustrations
created with software like Adobe or an iPad?
These questions prompt us to critically
reflect on the evolving nature of creativity
and the role of technology in our
creative endeavors.
We can foster
an environment
that values both
originaL anD
derivative Work
in the pursuit oF
innovatioN.

28
The emergence of language models has challenged many,
calling for personal testing and experimentation to
evaluate their benefits and drawbacks. It was not long
ago that skilled craftsmen meticulously carved wooden
or metal type and painstakingly typeset extensive
texts, showcasing their artistry and contributing to
an entire industry.
Today, we effortlessly flow text in word processors
without considering the craftsmanship that once defined
the industry. Algorithms and AI have become integral
and often unnoticed components of numerous industries.
We readily apply filters to our photography, sometimes
overlooking the historical artistry of photographers
and the creative groundwork they laid for these
digital enhancements.
While achieving complete
originality may seem elusive, I
believe that the human condition
is inherently derivative.
We draw inspiration from the
past, building and evolving
ideas to create fresh and
captivating combinations.
Creativity arises from exploring and reimagining
existing concepts, pushing the boundaries of what is
known and familiar. By building upon the foundations
of past achievements, we embark on a journey of
discovery and innovation, unveiling new perspectives
and captivating possibilities.
Rather than solely pursuing absolute originality, we
can embrace the power of synthesis and re-imagination,
blending elements from various sources to generate
unique and intriguing creations. This process allows
us to tap into the richness of our collective human
experiences, inspiring works that captivate and
resonate with audiences.
algorithms and
ai have Become
integral and
often unnOticeD
Components
of numerouS
industries.

29
As we continue to navigate the
postmodern conundrum, let us
remain committed to pushing
the boundaries of creative
expression, fostering a world
that values diversity, and
promoting innovation across all
creative fields.
By remaining aware of potential
pitfalls and prioritising
integrity in all aspects of
design, marketing, and the
tools we employ, we can foster
an environment that values both
original and derivative work in
the pursuit of innovation.
While breaking the ‘fourth wall’, this paper also
serves as an exercise in humility, reminding me of
the importance of looking beyond the tried and true
and seeking novel ways to connect seemingly unrelated
ideas. It humbles me to recognise that true creativity
often lies in the unexplored spaces, waiting to be
discovered and brought to life.

30
This White Paper was authored by Noah Butcher — Creative Director and Design
Practitioner with a passion for exploring the intersections of technology,
creativity, and the question of originality. {Published in May-2023}
Edited with the assistance of ChatGPT, a language model trained by OpenAI.
References:
1. Essex, A. (2018). The End of
Advertising: Why It Had to Die, and
the Creative Resurrection to Come.
Spiegel & Grau.
2. Heller, S. (2018). Graphic
Design History: A Critical Guide.
Pearson.
3. Lupton, E. (2010). Thinking
with Type: A Critical Guide for
Designers, Writers, Editors, &
Students. Princeton Architectural
Press.
4. Vignelli, M. (2010). The
Vignelli Canon. Lars Müller
Publishers.
5. Müller-Brockmann, J. (1996).
Grid Systems in Graphic Design.
Niggli Verlag.
6. Rand, P. (1985). A Designer’s
Art. Yale University Press.
7. Frascara, J. (2003). Design
and the Social Sciences: Making
Connections. Taylor & Francis.
8. Jung, C. G. (1969). The
Archetypes and the Collective
Unconscious (2nd ed.). Princeton
University Press.
9. Harvey, D. (1990). The Condition
of Postmodernity: An Enquiry into
the Origins of Cultural Change.
Oxford: Blackwell Publishers.
10. Middleton, D. (2013). Marketing
in the Participation Age: A Guide
to Motivating People to Join,
Share, Take Part, Connect, and
Engage. Wiley.
Additional Reading:
1. Norman, D. A. (2013). The Design
of Everyday Things. Basic Books.
2. Odell, J. (2019). How to Do
Nothing: Resisting the Attention
Economy. Melville House.
3. Greene, R. (2003). The Art of
Seduction. Profile Books.
4. Neumeier, M. (2006). The Brand
Gap: How to Bridge the Distance
Between Business Strategy and
Design. Peachpit Press.
5. Zander, R. S., & Zander, B.
(2002). The Art of Possibility:
Transforming Professional and
Personal Life. Penguin Books.
6. Bringhurst, R. (2012). The
Elements of Typographic Style.
Hartley & Marks.
7. Gladwell, M. (2008). Outliers:
The Story of Success. Little,
Brown, and Company.
8. Tufte, E. R. (2001). The
Visual Display of Quantitative
Information. Graphics Press.
9. Kidd, C. (2006). The Cheese
Monkeys: A Novel in Two Semesters.
Harper Perennial.
10. Maeda, J. (2006). The Laws of
Simplicity: Design, Technology,
Business, Life. MIT Press.
11. Cialdini, R. B. (2006).
Influence: The Psychology of
Persuasion. Harper Business.
12. Berger, J. (2016). Invisible
Influence: The Hidden Forces That
Shape Behavior. Simon & Schuster.
Typefaces:
1. Ed Nimpkish
— Emyself Design
2. Cartograph Mono
— Connary Fagen
3. Arflex regular
— Agung Syaifudin
Photography:
— Kiekol
iStock photo ID:
512575116
Illustration:
— Noah Butcher

Breaking Away From The Zebra Pack.pdf

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Breaking Away From The Zebra Pack.pdf

Semelhante a Breaking Away From The Zebra Pack.pdf (20)

Último

Último (20)

Breaking Away From The Zebra Pack.pdf