“It is a shame there is not more levity about what we do, because graphics is not brain surgery. I take the business of design very seriously, but I want to have fun doing it. There is real pleasure in coming up with a witty solution. The pay off when you finally get the answer is a real high. You do not experience that in any other categories of your work.
That is why ideas are very important to me. I have lived my whole life as a designer with the intent of making ideas the central part of my work. When I start on a job, I never set out to be humorous. My ultimate goal is for the idea, and the way it is executed, to be smart. Wit, in my definition, is about being clever, crafty and smart.
I would rather do posters than anything. I like it because they can be solved quickly and I don’t get bored. Many of my pieces would not be nearly as good without words. When I approach one of these poster problems, I often start with words. I use encyclopedias, synonym books, anything. I start with a category, at a point that makes sense, then work to either side of it.
I try to be very calculating in the way I approach a problem. It is never just intuitive. The first thing I do is learn as much as I can. Then I sit down did try to make something happen – I could do this, I could do that. If I know I am not getting anywhere, I get away from the job for a while. I go to a bookstore, turn on the news, take a shower. Then I try to think what subject or element I have not considered, which might offer another avenue.
What usually happens is that I come up with a lot of ideas that I don’t really like. I struggle for the one that I think is perfect. It seems to me that people take as long to solve a graphic problem as there are hours between the drop dead date and when you begin. So it doesn’t really make a difference how long you have.
There are times when I really get stuck, and need outside input. So I speak to someone about it. I am amazed how often a person who is uninvolved will come at the problem from a completely different direction.
It is funny how ideas can just emerge. Once you have done your homework, they sort of present themselves.”
— Woody Pirtle (via A Smile In the Mind)