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I want to make a brief point about why I think a “Happy Ending” is the best kind of ending to a story.         Now I can already hear some of the writing critics and lit-majors out there plotting my demise. I want to state ahead of time that this is simply how I feel. It's not a doctoral thesis on the right way to do tell a story. I also want to dispel the myth that what I mean by a happy ending is this:
Not so.
Perhaps a better term would suffice. Instead of a “HAPPY” ending, let's go with a “POSITIVE” ending. This is the point: When you end a sentence there are a variety of punctuation marks you can use to create a feel for the statement. A period ends the sentence matter-of-factly, an exclamation point gives it energy, and a question mark leaves us waiting a response. In the same way, the ending to a story will leave the viewer feeling a certain way about what they've just experienced. When you have a “POSITIVE” ending, it means we get what we wanted: the world is saved, the villain is defeated, the right couple falls in love, the skater makes it to the Olympics, friends forgive each other, ect. Generaly something good happens that we've been waiting for, because up till now, it was a question as to whether or not it would.
In other words fiction is the result of conflict. If there were no conflict in the world there would be no story telling. If everything was hunky dorry? If there really was world peace and everyone was rich and nothing bad ever happened?

Then what about the ninjas?

What about your action movies?

No villains to fight,

No Batman,

No Arnold Swartzeneggar,

No Chuck Norris,

No superheroes sitcoms, soap operas, stand-up comedians, or Saturday morning cartoons.

You see: Story Telling = Conflict + Characters trying to end said conflict. A problem exists. The characters need to fix it. We follow the characters in their efforts to fix it. At the end the problem is resolved and the journey is over. We get a sense of closure and the story has come to a peaceful and satisfying rest. But in a “NEGATIVE” ending, we are refused this privilege. All of the above happen except the last. The villain wins, the romance ends, the bank forecloses. What we were waiting on never happens and as a result there IS no closure. Without a solution to the conflict, the reason for the story is left open like a sentence with a question mark. Our reason for engaging the story is unrewarded. And WE are left holding the bag. A negative ending fails to resolve the issues that make up the story and therefore leaves the audience thinking: “Wait... was that it? Is that the end? Wasn't there supposed to be more?”

It's like if you were to tell a knock knock joke.

“Knock, knock” “Who's there?” “Andy” “Andy Who?” “An-dey lived happily ever after.” Yes it's a pun. Yes it's the lowest form of commedy. It's also my specialty so zip it.

With a negative ending, it would be more like this:

“Knock, knock” “Who's there?” “Andy” “Andy Who?” “Andy.”
...
Not a very fulfilling joke, and not a very fulfilling story. I believe that the best kind of ending is one that rewards the audience for their attention. Plays to their emotions on a positive level and thus leaves them feeling good that they chose to participate.

AND

I say “the longer the wait the bigger the reward” Don't make me sit through some 3 hour movie just to watch the Joker win in the end. I paid 8 bucks for that movie.
NOTE: All this of course, excludes the concept of cliffhangers and minor defeats. A shorter story that exists as a small part of a larger one is already unfinished, when you leave the audience hanging on until next week they know the story's not over; that there will be more to come next week. They know that even with a cliffhanger, a sudden twist, or even a downright sad ending, that the big picture moves on. That there will be a chance for a positive ending in the future. BUT DO NOT make us sit faithfully through a storyline for YEARS only to let us down at the very end.
This is why I feel that the greatest line ever written:
Does not come from Shakespeare or Mark Twain,
Does not come from Louis or Tolkien,

It comes from "Toy Story 3"

Those who have seen this movie, I'm sure can agree on the brilliance of it's plotline. We all understand how it hits home, using the concept of growing up and leaving our childhood behind to tug at our heartstrings and makes us connect to the movie as it ends it's long running legacy.
You might even say that while the film has a "Technically Positive" ending, it is actually quite bitter-sweet, as it hits home for all of us.

But then something Incredible happens. 

Andy looks back toward the house.
He looks almost directly into the camera and says:

 

"THANKS GUYS"

This is not just Andy speaking to the toys. It is Disney and Pixar speaking to us; the audience:
"Thanks guys, for sticking with us, for being fans. for being there at the beginning, for helping make us what we are. Thanks for believing in the first movie, for liking the second, and for wanting a third. For all the movies you've watched, the money you've spent and the time you've given us, we appreciate you. So from the hearts of every producer, director, actor, and animator..."
"THANKS GUYS." 
This is the single most wonderful gesture I have ever seen from a film company and the perfect way to end not only a movie but a series that watched us grow up. A final goodbye, a unique gem and perfect reward for our time and attention. Now THAT is a "HAPPY ENDING"

There I've said what I have to say. Now come at me with the torches and pitch-fo...

Monday, April 22, 2013

The Empty Gestures of Graphic Design

In recent years, as a graphic designer, I have coined a new term:

The EMPTY GESTURES of Graphic Design. 

I take the term from this rather zany scenee from an episode of "According to Jim".
I refer to my colleague and "Social Behaviors" expert: Jim Belushi.

-

“You know what? Cheryl has a point.
I'll tell you what; You take the rest of the day off we'll do everything else!”
 

“Are you outta your freakin mind?!
We're gonna cook dinner?”
                             
“Just relax, ok?
Nobody's gonna do any cooking, here.
The only thing we're gonna be making...”

“...Is the “Empty Gesture.”

“An Emtpy Gesture?”

Sherril is such a control freak about the holiday dinners.
She'll be down here before you know it, to take over everything.
But since we made the offer... ”

“Aaah!!!
We get the credit but we ain't got to do the work!”

“Ah, wait you guys, you know,
I don't feel right about this.”

“Fine.
You pull the guts out of the turkey.”
“I'm over it.”

Ah, Jim, Jim, Jim...
In this heart warming scene, a reference is made to the act of making a gesture to someone in order to gain favor, all the while, knowing full well there is nothing substantial to it. How chivalrous.

While in real life this would probably seem extremely cruel and selfish (or the trademark of a politician), it does sum up humanity quite well. People love "IMAGE.”

We see something shiny, we go “Oooh!” We see someone wearing glasses we assume they're smart. Facial hair is mature, leather is dynamic, overcoats are powerfull, sunglasses are cool, a nice looking car means a respectable owner, the color red is exiting and fun, and he who fails to come his hair can be the next Justin Bieber.
It's the little things, which may have no bearing on the subject at all, that can project some of the most powerfull assumptions over it. It seems we are ready and willing to let the feel of something dictate how we respond to it. As a result the world of graphic design has it's own form of "Empty Gestures". The rule basically goes like this: People Like STUFF

Which looks more professional to you?

THIS?

OR THIS?

THIS?

OR THIS?
(YUP GOT MY DISNEY FIX IN THERE.)

I'd venture to say that 90% of all design proffesors would tell you to pucker up and "K.I.S.S." (Keep It Simple Stupid) It's a pretty commonly understood fact. "Simplicity makes for good design". 

AND YET,  

We still get exited as consumers when we see a bunch of flashy stuff.

So when I design something for the purpose of corporate identity: packages, posters, book covers, business cards ect, I look for the extra signals that I can use to tell the passerby that it's worth their attention. Mind you, simplicity is important in good design but details grab attention.

Website addresses,
Personal info,
Sub titles,
Special thanks,
Author pictures,
Watermarks,
Publishing dates
Etc.

Every little add on I can think of that will turn this generic blend of imagery and test into an apparently "OFFICIAL" packadge direct from the multi million dollar company. (even if the company actualy consists of three college droppouts working out of their basement.) These Empy Gestures are not necessary to the business side of things. they don't make the business any more proffessional or the product any better. Yet the addition of these elements, gives the sense as if they were.

I have actually told clients before:

"Even if you don't actually NEED one, go ahead and make up a fake CPU barcode and stick it on the back your packadge."

It's like if you were to hire a bodyguard.
Who would you trust?

Honestly, the guy on the left probably knows about 18 different ways to take you out with a cotton swab. But we're not looking at that fact are we? We're looking over on the right at the bullet proof vest, the twin holsters, the knee-pads, fingerless gloves, and multiple layes of straps and buckles. They guy on the right may very well be a magazene model who's never been in a fight before. Nevertheless, respect goes to the one who has better presentation.
In the same way all the little things you can stick into a design, add a stigma of confidence that “This person knows what they're doing.”

NOW

Is this a lie? Not really, because we don't know that the business or product ISN”T good. Heck "3 college droppouts working out of their basement" turned out to be these guys.


"But more importantly, I'd say that the one who THINKS to add such detail, to hire a good designer in the first place, to spend the time and money on such discrepancies; is most likely to carry that same thought and effort into the rest of what they do.

I'm sure you've all heard the expression: “You can put a tuxedo on a pig but it's still a pig.”
Well actually it's a pig wearing a tuxedo, now.Why anyone would want to put a tuxedo on a pig, I don't really know. I guess the pig had a wedding to go to. Maybe it was an anthropomorphic pig. Well as long as he brings it back clean.
THE POINT IS:
Sure rainbow colored sprinkles won't make bad tasting ice cream taste good, but if the ice cream is already good, it might entice you to come in for a taste.




So remember designers, make sure to pay attention to the cherries and whip cream.

And clients? Make sure you find a graphic designer who's willing to give you an “EMPTY GESTURE.”


… Wait that came out wrong...
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