Neville Brody: Making Space on a Page to Think
In the advertising business, it’s not in the interest of advertisers for people to think about what they’re presented with. It’s in the interest of advertisers that people choose to think in the way the advertisers intend them to. It’s a formulaic thing, where there’s only one possible outcome in advertising. That creates a space where the “right to thought” is taken away from people.
I’ve always tried to approach my work as being open-ended and with a degree of abstraction or ambiguity. This prevents it from being a monologue, because it is a dialogue. The work is only completed when a viewer has looked at it and made his or her own decision as to the full meaning of the piece.
From Debbie Millman’s, How To Think like a Great Graphic Designer (NY: Allworth Press, 2007) 72-3