From The Blog

The American John Cage (1912-1992) was a composer who is probably known for just one work: 4’33”. It is an experimental piece that can be performed by any instrument and, even better, by any person.

The score instructs the performer to NOT play their instrument for exactly four minutes and thirty-three seconds, because the “music,” in this case, consists of the ambient sounds that the audience hears during the performance.

In short, a very simple little piece of music.

But, no matter how much this might seem like pure nonsense (I, for instance, wouldn’t pay to attend such a concert, since I could play it for free on the piano here at home), there is an interesting question to analyze not by what it is, but by what is around it.

Imagine a piece of paper with nothing written or drawn on it. Just a blank space.

This empty area actually has the same importance as the written or drawn elements on it. It is this separation of background and elements, as well as sound and silence, that explains the dependence our perception has on the surrounding environment.

Take, for example, the classic image of the two heads facing each other.

Or am I seeing a white vase? In any case, both options are valid. Figure and background have the same importance.

Similarly, we can say that size and brightness are also relative. Look at the figure below and say without thinking: are the shades of gray in the central square of these two figures the same?

They are. The simultaneous contrast of the surrounding squares is what ends up deceiving our eyes.

And what about the diameter of the central dots in the two illustrations—are they the same?

Yes, they are. The small and large dots around them, when seen side by side, create this perception.

So, now that we know that there is no such thing as “nothing” and that even the illusory emptiness of a blank page has its function in design, I had an idea: I’m going to write a book with only blank pages.

Preferably one where the reader can read for exactly four minutes and thirty-three seconds.

I once heard about a guy who went to a rock concert. When he was leaving, he saw a huge line to pay for parking. Instead of waiting, he approached two big guys who were almost at the front of the line and asked them:

“Can I skip ahead? It´s because I really hate waiting in lines.”

To his surprise, they said yes. The simple fact that he gave a reason, even if it was completely absurd, worked in his favor and let him cut in line.

This highlights a principle that marketing professionals have known for a long time: giving a reason when asking for something can make a big difference.

I often say that the customer isn’t king; the customer is a partner. If they have a problem and you have the solution, it’s a perfect match: they buy your product or service, you get paid, and everyone’s happy.

But sometimes, customers hesitate, delay, or avoid payment altogether. This can be especially tricky when the relationship isn’t contractual.

Take designers, for instance. They often provide services without any formal safeguards, but neither you nor I are a bank.

For two months, I had to keep reminding a client to pay for a small project I had completed and delivered. It wasn’t a large amount, but it was a real hassle to get paid.

Finally, one day, I wrote to her and explained why I was asking for the payment. Miraculously, the money appeared in my account shortly after.

Of course, not everything works out this perfectly every time. But generally speaking, there’s no need to shout or throw a tantrum. Sometimes, all it takes is a brief explanation—no matter how unusual it may seem—to get what we want.

And now, since you’ve read this far, could you please do me a favor? Comment on this post.

It´s because I really hate waiting in lines.

When the president turned ninety, the directors of his company decided to honor him with a small turtle, symbolizing resilience and longevity.

Upon opening the package, the president made a face and declined the gift. He said he might grow attached to the little animal and would be deeply saddened if the turtle, which can live for over a century, were to die before him.

Brands are also meant to endure. However, the ability to survive in a constantly changing environment is a different challenge altogether.

This is the challenge every designer faces when creating a visual identity that not only stands the test of time but also keeps the brand alive.

Although I can’t remember the last time I used a film camera, the image of the Kodak logo, once the market leader in photographic film, remains sharp in my memory.

Similarly, the torn blue ticket from Blockbuster, the largest DVD rental franchise that went bankrupt more than a decade ago, lingers in my mind.

The product in these cases is like a turtle that has died. But the visible side of the brand remains intact, like its shell.

Creativity is something critical for all of us. How many times have I found myself blocked in front of a blank page, not knowing where to begin?

Perhaps you have also encountered that situation where you imagine what you want, to the point of visualizing the finished work. You just don’t know how to get there.

It’s not like that story of Michelangelo, who, when asked how he sculpted his nearly five-meter-high David, simply replied that it was easy, that he spent a good amount of time staring at the block of marble until he saw the man who had slain the giant Goliath in it. Then, all he had to do was pick up his tools and remove everything that wasn’t David. It’s perhaps an artistic case of reverse engineering.

The good news is that we are not Michelangelo. We don’t need to reach that level of hallucination.

But regardless of your profession, at some point, you rely on creativity.

However, ideas don’t fall from the sky or magically appear out of thin air. First and foremost, you need to create an environment for them to flourish and grow.

The fact is that over these years, I’ve realized that intuitively there are ways for us to seek inspiration when it refuses to appear.

Here, I mention eight of them. But, of course, there are many others (by the way, if you know of one, please let me know):

1. Don’t fight with your brain. Creativity is like a tide, it ebbs and flows. It doesn’t announce when it’s going to arrive. It’s not something scheduled. An entrepreneur may expect their employee to perform a task at a certain time of day. But they can’t demand that they have a good idea exactly at 9:12 in the morning. So, stop tormenting yourself and give yourself some time..

2. Go for a walk. Take a walk along the beach, in the park, through the streets for at least half an hour. Taking a breather, changing your environment, even if only for a short time, has a powerful effect on the creative proces.

3. Carry a notepad. Put away your iPhone, your iPad, and other gadgets and have a pencil and paper on hand. Manual sketching, doodling, drawing, jotting down anything that comes to mind, it’s all unique and valuable.

4. Do something similar. We learn by copying others. Copy and replicate the style of an artist or a text from a great writer. See what you can assimilate from there. Starting from what already exists, you can create something new. Few things in this world are truly original.

5. Do something different. If you’re a designer, write a text (I’m providing an example right now). If you’re a writer, a journalist, for instance, create drawings. If you’re a professional in the exact sciences, paint pictures. Explore a less familiar territory in your daily life.

6. Change your environment. Break the monotony of your surroundings by changing the place where you usually work. If it’s at home, try moving to a different room for a while. If your activity is in an office, find another room or desk. Go to a library. Step into a bookstore. Remember, you don’t have to enter a café just to have coffee.

7. Brainstorming. This is already a well-known method for generating ideas. But it works. Just jot down everything that comes to mind, without censorship, without filtering or refining the sketch. Anything goes here. Just knowing that much of what you do will be discarded and thrown away already relieves a lot of pressure to create and produce something final.

8. Keep calm. We live in a world of inputs – there’s so much information entering our heads all the time through WhatsApp, the internet, emails, TV, music, newspapers, advertisements, you name it. It can be overwhelming to find space for creative thinking. That’s why I occasionally disconnect from it all, take a break from the outside world, and meditate in my own inner world. Half an hour of silence is worth its weight in gold.

All of this ends up being actions that, in some way, nourish our brains. Images take shape. We feel inspired. It’s the time when we are finally ready to be brilliant and create something memorable.

The bad news is that we are not Michelangelo.

As a graphic designer, we spend extended periods sitting sitting in front of a computer. And, of course, this can lead to back and joint pain. So it’s important to incorporate some healthy practices into our routine to relieve these pains and improve our overall health. Here are some tips and exercises that can help you:

To relieve back and joint pain

Maintain proper posture: Sit with your spine straight, shoulders relaxed, and feet flat on the floor. Use a chair with lumbar support and adjust the monitor height so your eyes are aligned with the top of the screen.

Take regular breaks: Every 30 or 40 minutes, stand up, stretch, and take a short walk. This helps prevent stiffness and improves circulation.

Stay hydrated: Drink water regularly to keep your body hydrated. This is essential for proper joint function.

Proper ergonomics: Ensure your workspace is set up ergonomically to reduce strain on joints and muscles.

Vary your position: If possible, use a sit-stand desk or do some of your work while standing to relieve pressure on your back and joints.

Exercises while sitting:

Stretching: Do gentle stretches to relieve muscle tension. Examples include stretching your arms overhead, gently leaning to the sides, and stretching your leg muscles.

Shoulder rotations: Sit up straight and rotate your shoulders forward and backward. This helps loosen the muscles in your neck and shoulders.

Back stretch: Sit on the edge of your chair, cross your arms over your chest, and gently twist your torso to one side while keeping your hips aligned. Repeat for the other side.

Ankle flexes: Sit and extend your legs in front of you. Perform flexing and extending movements with your ankles to improve leg circulation.

Chair squats: Stand up from the chair and do light squats, using the chair for support. This helps activate leg muscles and relieve back pressure.

Hand and wrist stretches: Gently rotate your wrists and fingers to maintain flexibility in your hand joints.

Core strengthening: Practice exercises like short planks to strengthen your core muscles, providing better support for your spine.

Consistency is key. That’s why I try to incorporate these tips and exercises into my daily routine for the best results. Believe it or not, even your creativity will thank you.