Just as 95% of oral communication is non-verbal, so too is a majority of written communication non-denotative. How a word is written is just as important, if not more so, than what is written. A word can be said with emphasis, with irony, with various mood, tone, and sensuality depending on the typography used.

The message in the above photo would not communicate love and beauty very effectively if the font was plain and pragmatic. The scripting and coloring project an appreciation of aesthetic femininity.

The phrase “think outside the box” is tossed around in all aspects of the business community, expressed in myriad ways. The best way to venture beyond conventional borders is to begin with the ordinary. Play, experiment, and continues to push in different directions until you accidentally discover something inspired. Great ideas don’t appear, they develop through the process of eliminating bad ideas.

Models of architectural designs are created early in the process. Once the idea of the building is visible, the architect can see what works and what doesn’t. Every aspect must be meticulously inspected before permits are finalized and construction begins. Prototypes gives the designer a working substance to edit and refine before their product is mass-produced. Personally, I’ve received final copies of my work without having an opportunity to proof it first, and the results are mortifying. Once your product is finished, you’re fully committed, stuck with what you’ve got, no turning back. Like the old saying goes: “Measure twice, cut once,” proofing your prototype provides the chance to make last-minute adjustments and make sure you’ll be happy with what you get.