About this quote

Different forms of expression reach people in different ways, and that affects how you should make them. If you want an immediate visual punch, focus on composition, color, and form. If you want someone to carry a feeling afterward, tighten the language and the emotional beats. Try making two versions of the same idea — one that aims for an instant image and one that aims for a lingering feeling — then test which one gets the reaction you want.

When to use it

• At a product design review I say, 'Do we want the landing page to grab attention like a painting, or do we want the copy to leave a feeling that drives sign-ups?'
• In an art-class critique I tell a student, 'Your colors are strong, but what do you want people to feel when they step away from the work?'
• When planning a kids' picture book I remind myself, 'The illustrations should show the story clearly, and the text should make the child feel it inside.'
• Before finalizing an ad campaign I tell the team, 'Decide whether the hero image should sell the idea at first glance, or whether the headline should make people care later.'