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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...

Saturday, April 20, 2013

To Buy or Not to Buy? (Why hire a graphic designer?)

I meet people all the time who want to go the "DIY" rout when it comes to the graphic design of their businesss:


Posters,
Business cards,
Websites (OH! So many websites!)

It SOUNDS like a good idea. A perfect way to save money but only if you can bring yourself to believe the "Chef Gusteau" philossiphy of design; That "Anyone Can Do It."
While anyon can LEARN to do most anything; I'm not backing the idea of elitism, (I am a cartoonist after all) there is still a huge difference between owning Adobe Photoshop and understanding the principals of good design. Here's an example.


Go to the cereal isle at the supermarket. Notice the boxes on top vs the ones at the bottom.

You know what I'm talking about right? You've seen it:
“CHEERIO's” vs “TASTEY-O's”,
“CAPTAIN CRUNCH” vs “ADMERAL CRUNCHIES”?

Fun fact:
The stuff on the bottom is most likely the same as the stuff at the top. “Joes Markets” calls up General Mills; Says: “Hey want us to keep selling your products? Make us a special generic version we can sell cheep and we'll buy it off you.”

Most people probably know this. The cereal in the bag is the same brand, same product, same ingredients, same nutrition facts, (the cardboard is probably cheeper.) yet we choose to shell out 2 bucks more for the stuff above. Why?
Because of Count Chocula?
Because of a good looking shot of cornflakes floating in a bowl of Elmers Glue?
(That's right. That's not milk you're looking at.)

You see the big name company hired advertising professionals to create Tony the Tiger as the mascot for their product. Then they advertised the heck out of it and payed a talented designer to work long and hard to compose a box design. And buy that I mean a work of art; one that "jumps out at the buyer".

Not literally, of course. that would be disturbing.
 
(Clean up on isle 12!)

We don't even know what we're seeing when we look at the proffessional design. (Most of us anyway) You couldn't describe it, probably couldn't recreate it, we just see it.

Despite what we know. The packaging calls us...

“Buyer... You want this box... It's fancy!... It's colorful... it doesn't look like a 3rd grader did it...”

*A cold chill runs down your spine and you fail to see your reflection in the mirror*

I mean how many times have we heard someone say this?
(Or if not you're probably the one doing it.) And I quote:


See a fine painting; say: “My 3 year old could have drawn that.”

While we can argue on the subject of artistic expression all day long, (Hmmmm, I foresee a hard hitting rant on the diversity of art and culture coming to the blog soon) the fact remains that the same concept applies to the realm of Graphic Design. What's different about this box on the top shelf, that makes us want to spend our hard erned money on someone elses endless spending spree of commercial ads and self exaltation? (Wait are we talking about politics?)
The answer is: Because the designer understood the cross section between art and science. He or she knew how to look at the image from the perspective of the shopper and format each and every detail to perfection. It took days even weeks to create, nay craft a box that when we look at it it has the appearance of quality.
-
The other? Some business executive, or stay at home mom, jumped on Microsoft Word, Uploaded a stock image of a cereal bowl, Typed the words “TASTYO's” at the top in Times New Roman, And called it a day.

There's a Look. It says: “This is real”

This is what I like to call the "Empty Gestures" of Graphic Design. In other words: we assume that if it LOOKS good, it probably IS good. If it catches our eye, maybe it's worth a second look. It's a special kind of look that requires vission. and only a real designer can give it to you.

I always say: "If you want to look professional, hire a professional." It will save you time, effort, frustration, and in the end money. And this is the case whether you're selling candy bars door to door or spending millions on on TV ads.

 

Remember kids Don't do your own commercials either.

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