"We have arrived, fellow communicators, at the over-information age. We are living inside an explosion. I have read estimates that a single edition of the New York times contains more information than a peasant in 17th Century England would have had available to him in a lifetime" (Newman, 2003, pg 27)
"If your brand doesn't make people feel better about their lives, their relationships, or their dreams, it doesn't matter what else you've got in your special ingredients. The medium isn't the message, the message isn't the message, the meaning isn't the message- the feeling is the message" (Newman, 2003, pg 19)
"Even if your finished TV commercial production is a fast-paced, visually rich, blockbusting extravaganza, the core thought behind it should really be reducible to an utterly simple, poster-like thought... Make it a habit to ask yourself, 'What is the poster for this idea?'...One visual should be enough to illustrate the idea...And a one-line headline should be enough to say it all' (Newman, 2003, pg 47)
"The over stimulation of the modern brain means that people have shortended attention spans. Leonardo da Vinci's Mona Lisa apparently took Japanese viewers in 1974 an average of only 10 seconds to take in before the queue moved on; Americans in 1964 took an average of 30 seconds to consume the work" (Newman, 2003, pg 49)
Newman, 'Creative Leaps', John Wiley & Sons Pte Ltd, 2003.
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