Heller Steven, Ilic Mirko. Stop, Think, Go, Do: How Typography and Graphic Design Influence Behavior

Rockport Publishers, 2012. — 225 p.This revolutionary guide is not only the first to look at how typography in design creates a call to action, but it also explores type and image as language. Stop, Think, Go, Do is packed with arresting imagery from around the world that influences human behavior. Page after page, you’ll find innovative messages that advocate, advise caution, educate, entertain, express, inform, play, and transform.Introduction: Stop, Go, Read This!
Inform – Graphic design focuses our eyes and mind on what is already instinctively hardwired.
Advocate – The language of advocacy has a common goal: alter behavior and act upon instincts, whatever the outcome may be.
Play – Play adds dimension to design, enabling the viewer to have more active participation in it.
Caution – Cautionary messages force the receiver to go somewhere or do something to avoid dangerous consequences.
Entertain – Much graphic design cannot afford neutrality; it must grab attention in crowded environments.
Express – A manifesto should be a declaration of war against complacency. At the very least it should trigger thinking.
Educate – Graphic design arguably is itself a grand portal to the process of education.
Transform – Transformation is not more than making the real abstract and vice versa. It is about taking something familiar and making it serendipitous.
About the Authors