I designed this poster to be printed very large (hence the small type) for display at a conference. When I look at the poster now, I think of the maxim I’ve heard often that good design is invisible. Good design doesn’t draw attention to itself; it points you to its content. I love that maxim. It applies everywhere. For example, what’s the difference between a good wedding dress and a great wedding dress? A good wedding dress makes you notice the dress. A great wedding dress makes you notice the bride.
When I look at this poster now, I think about all the time I spend arranging the leaves on it. I know, it only has 20 leaves. But I feel like I spent forever arranging them. It was surprisingly tedious. I wanted them to be invisible. I wanted people not to notice the arrangement of the leaves, just to read them instead.