
GRAPHIC DESIGN QUESTION: Does butt UGLY sell?
I specialize in "ugly." I'm the lousiest layout man in the world. I do ugly layouts. Why do I do ugly layouts? Because beauty looks much the same. It has a very narrow definition. Ugliness is randomness, which means that it's spread out. So there are a hundred different ways to be ugly and only two or three ways to be beautiful. So, the ugly thing in a world of beauty stands out. Estee Lauder discovered that. Twenty years ago, when Revlon was just knocking them dead with this four-color printing and then everybody else came in, Helena Rubenstein, etc., Estee herself said, "Well, if we run four-color, we're gonna look like everybody else. Nobody's going to be able to tell us. How about sepia?" And she got a series of sepia ads that were stunningly beautiful but completely different. And when you open the magazines there, wham! There is Lauder... |
My question for you:
In the year 2013... does UGLY still sell?
What about with web landing pages? Video sales lettetrs? Videos?
"The ugly thing in a world of beauty stands out" - does this still apply in our Internet age?
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