This is another interesting example of how people perceive things in a different way. At the moment I am designing the catalogs  for the TV shows of Passion Distribution and after I make the first draft I send the title to the head of department for review.

For the TV show How Steve Jobs Changed The World I chose a frame of his speech at Stanford University in 2005 as the main picture and his most famous picture as the secondary one (left), but the Commercial Director asked me to swap them (right, and final version).

How Steve Jobs changed the WorldHow Steve Jobs Changed The World Final

The reason of my choice (left) is that the gray scale picture is an icon, is the most used picture of him in the last years (especially after his death), it became an icon that reminds me of Andy Warhol’s pop art, it has been somewhat abused and I personally feel it represents the business side of his life. That’s the reason why you have use that picture when talking about Steve Jobs.
The one in colors that I used as the main picture represents the most inspiring moment of his life: when he gave a speech at one of the most important universities in the World saying I quitted University because I felt it was useless to me, and my first thought when I see this picture is Stay hungry, stay foolish.

The Commercial Director asked me to swap the pictures because the one in gray scale is the the strongest, being the most famous.

Unlike the example in my previous post, this time I stayed with my opinion and I wanted to check what others thought. So I turned to the Marketing Coordinator (who sits close to me) and asked him which version he preferred (without knowing the background story).

He immediately picked up the version of the Commercial Director, and when I asked him to motivate his choice, he simply replied he didn’t know the other picture and the gray scale one is more powerful.



I am currently working at Passion Distribution (a UK TV distributor) and part of my duties involves preparing the presentations for the catalogues that will be presented shortly in Cannes at the MIPTV.

Today I had a look at some of the old titles and I have found out that in many cases, out of tens of professionally taken pictures made to promote the show, I have chosen the same pictures, in the same order, the past Designer chose.
This has made me wonder how is that possible, how come people have the same sensibility and feel in the same way what works and what doesn’t.

But it can happen also the opposite.
As I am an Italian in London and I don’t watch much TV, when it’s about choosing a picture I tend to select the one that is more meaningful to me, while English people tend to choose the smiling celebrity of the show.

I am reporting here another example of how the sensitivity of people can be different: one of the shows tells the story happened this Summers in Chile to the Miners that have been trapped in a mine.

buried_alive_chilean_mine_disasterburied_alive_chilean_mine_disaster (2)
As I think this is nowadays something that most of the people still remember very well, I chose for the main image an unrelated picture of the event, with people on the surface praying for the men trapped underground, and a picture group of the Miners underground as the secondary picture.

The Commercial Director wanted something that showed the event and captured the moment, so a picture of people working to save their lives, and ultimately we went on with her idea for the main picture.

I still like my idea better, but I respect hers and I can’t really decide which one is best. What’s your opinion?