There have been so many positive comments about the cover for Gill Whitty-Collins’ book. As Stan Lee never quite said, “With great words comes great responsibility”, so it’s great to hear that the cover design is engaging people with gender equality in the workplace.
Some people don’t see the ladders. That’s OK, you’ve seen the message and that’s important. When you do see the ladders there’s a deeper connection with the subject.
How many ads have you seen where your response is, “I don’t get it?”
Or brands with ordinary looking logos?
Then something clicks with an “ahaaa” moment.
In communication, we call this recall.
When you see a hidden idea and decode it, you remember it better. That’s because your brain has been working. You feel rewarded. You like to tell people.
The arrow in FedEx. The bear in the Toblerone mountain. The number 31 in Baskin Robbins (a flavour for every day of the month). Once seen you’ll never forget.
You will recognise the cover again and again (important message, big type, suffragette purple) but you will recall the ladders. You might even tell people about the difficult ladders you have faced or overcome in your career.
And you might remember to buy the book.
Read more about the strategy and the design behind this project
Nigel Davies
