One of the most important things designers can do, whether fresh out-of-school or a battle-worn veteran of design, is to ask “WHY?” Why did they select that color? Why did that ad grab my attention? Why do they use that typeface? Why did they crop it so close? Why didn’t they crop it closer? I could ask 100 questions like that and not touch a fraction of the question designers need to ask. The real learning experience kicks in when you supply the answers to those questions. It is not important whether your answer is right or wrong — the continual quest for answers is what adds to your tool-box of ideas and concepts.
You pass a billboard with a huge illustration and kicky headline — you ask why. You answer with the best reason your education and background can muster. Two years later a client appears at your doorstep with a billboard project. You immediately say: “Ah, I think what will work best for you is a huge illustration and a kicky headline like. . . ”
Of course, you get the picture. But see if you can answer why.
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