A smile in the mind : witty thinking in graphic design / Beryl McAlhone & David Stuart, Greg Quinton & Nick Asbury.

"First published in 1996"--Colophon.

Includes index.

Preface / Greg Quinton & Nick Asbury -- Introduction / Beryl McAlhone & David Stuart -- The case for wit ; What wit is -- What wit can do -- Wit at first hand -- The moment -- The risk -- Answering objections -- Types of wit ; Introduction -- Addition -- Ambiguity -- Substitution -- Pairs -- Modification -- Missing link -- Homage -- Trompe l'oeil -- Puns & rebuses -- Taking it literally -- Expectations confounded -- Incongruity -- Economy -- Coincidence -- Shift: time -- Shift: scale -- Shift: view -- Transformation -- Series of twists -- Power of words -- The face -- Wit in practice ; Introduction -- Logos -- Typography -- Stationery -- Invitations & cards -- Seasonal -- Self-promotion -- Direct mail -- Reports -- Technical literature -- Data visualization -- Calendars -- Posters -- Packaging -- 2D to 3D -- Signage & environmental -- Wit in the world ; Introduction -- Arts & culture -- Photography -- Sport & leisure -- Digital -- Media -- Travel -- Industry -- Retail -- Food & drink -- Health -- Education -- Not-for-profit -- Ecology -- Law -- Finance -- Politics -- Life & death -- How I got the idea ; Introduction -- Noma Bar -- Saul Bass -- Michael Bierut -- R.O. Blechman -- Aziz Cami -- Phil Carter -- Ivan Chermayeff -- Seymour Chwast -- Alan Fletcher -- Shigeo Fukuda -- Abram Games -- Milton Glaser -- John Gorham -- Sarah Illenberger -- Michael Johnson -- Mary Lewis -- John McConnell -- Minale Tattersfield -- Christoph Niemann -- Dean Poole -- Paul Rand -- Jim Sutherland -- Trickett & Webb.

Forty years of "witty thinking" from over 300 designers, including hundreds of visual examples and interviews with the world's top practitioners. Packed with illustrations showcasing different examples of the use of wit in a variety of graphic design and products, from invitations to letterheads, digital platforms and even works of art. Features the work of the most prominent designers from across the globe. Includes interviews with over 20 of the world's top designers, including Ivan Chermayeff, Milton Glaser, John Gorham and Alan Fletcher. An essential sourcebook of recent designs as well as a celebration of classic work, edited by contemporary experts, with the assistance of key professionals from the field.