Moments of Heavy Silence
The following is part of a Communication Arts interview with McKinney Art Director/ Designer Scott Pridgen.
Which designer (or design studio), other than yours, do you most admire?¬†Right now, I‚Äôm digging Charles Wilkin.
If you weren’t working as a designer what would you be doing?¬†I did some freelance storyboarding early on as secondary income. So, I would probably say I‚Äôd be an illustrator of some sort.
What well-known identity is most desperately in need of a redesign?¬†Probably the new Pepsi redesign. The globe really should have been left alone. There was so much legacy in that mark and manipulating it into a system of smiley faces for each of the different products just unhinges the identity. Now what they have is set of logos that are just too aesthetically awkward to look at.
From where do your best ideas originate?¬†They pop up at the most random times. Most of the time I get them in the morning during hot showers or moments of heavy silence.
How do you overcome a creative block?¬†I usually switch up my projects to reset my view on things. Or I go through some magazines, award show books or watch a movie.
Do you have creative outlets other than graphic design?¬†I find myself drawing quite a bit for my two-year-old son (I‚Äôm trying to give him the heads-up on the Gestalt Theory). If I‚Äôm not doing that, I get thrills from photographing decayed typography and roadside signage.
What product/gadget can you not live without?¬†The computer. It‚Äôs fully integrated into my work and personal life, so to do without it can be very inconveniencing for me. I will always have the need to update my que on Netflix.
What‚Äôs your favorite quote?¬†‚ÄúWe live in a world today where lemonade is made from artificial flavors and furniture polish is made from real lemons.‚Äù ‚ÄîAlfred E.Neuman
Do you have any advice for people just entering the profession?¬†To really grow as a designer or art director, a solid foundation is an absolute necessity. So, work from the bottom up. Work in the studio. See how stuff is actually done and produced. Details and craft matter. They will either make or break the work. Don‚Äôt come into the business thinking you know it all. Confidence is great; arrogance is not. And most importantly… have some fun.
What‚Äôs one thing you wish you knew when you started your career?¬†I think being naive as I started out was probably the best thing for me. I actually enjoyed the process of discovery as I went along in my career. That‚Äôs what makes it interesting.