A Smile in the Mind by Beryl McAlhone and David Stuart
A Smile in the Mind is an in-depth examination of the use of wit in graphic design. It’s also a cogent argument for wit as a technique for building mnemonic value. “The Gag” as I used to call it (before I learned fancy words like “mnemonic”) is a valuable tool in the job box in any good designer’s brain, and with good reason. A Smile in the Mind puts concrete names and concepts behind the hunches we all have about the most popular way to make things memorable.