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There is no recipe for good layout, what must be maintained is a feeling of change and contrast. A layout man should be simple with good photographs. He should perform acrobatics when the pictures are bad.

Alexey Brodovitch

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Alexey Brodovitch
Age: 72 †
Born: 1898
Born: May 1
Died: 1971
Died: April 15
Designer
Graphic Designer
Photographer
Aholičy
Aleksei Brodovich
Alexey Vyacheslavovich Brodovitch
Photograph
Layout
Feeling
Recipe
Simple
Maintained
Feelings
Recipes
Change
Photographs
Must
Contrast
Good
Perform
Men
Pictures
Acrobatics

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If you see something you have seen before, don't click the shutter.
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It is the end result that counts.
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The public is being spoiled by good technical quality photographs in magazines, on television, in the movies, and they have become bored. The disease of our age is this boredom and a good photographer must successfully combat it. The only way to do this is by invention - by surprise.
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Outstanding past work in photography, and in fact in all the arts, is very important to today's photographers. But it should be used for inspiration and not for imitation. These works should be something to be built upon, not to be repeated.
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What is good today may be a cliche tomorrow.
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Astonish me! (Instruction to photographers)
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It is the photographer's decision at the two levels of seeing the picture - when it is shot and when it is chosen and printed that determines his personal style.
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Imitation is the greatest danger of the young [artist].
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When the novice photographer starts taking pictures, he carries his camera about and shoots everything that interests him. There comes a time when he must crystallize his ideas and set off in an particular direction. He must learn that shooting for the sake of shooting is dull and unprofitable.
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The photograph is not only a pictorial report it is also a psychological report. It represents the feelings and point of view of the intelligence behind the camera.
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If you know yourself, you are doomed.
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It is every photographer's responsibility to discover new images and a new personal way of looking at things. If he can do this his pictures will command attention and have surprise quality.
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The creative life of the commercial photographer is like the life of a butterfly. Very seldom do we see a photographer who is really productive for more than eight or ten years.
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When I say that a good picture has surprise quality or shock appeal, I do not mean that it is a loud or vulgar picture but, instead, that it stimulates my thinking and intrigues me.
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What is of value is that a particular photographer sees the subject differently than I do. A good picture must be a completely individual expression which intrigues the viewer and forces him to think.
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It is the unexpected and the surprise quality of a personal vision, rather than the emotion, which make people respond to a photograph.
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The best way to achieve surprise quality is by avoiding cliches.
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