AI can help you make pictures, but you don’t know the story behind your brand. It can help you arrange and combine words and images, but it can’t distinguish “Is there a temperature for such an expression?” It can mimic style, but it can’t tell if it really suits your customer and market language.
Last week I went to a design exhibition, an exhibition of students, craftsmen and machines. The whole exhibition is full of creative possibilities, and there are also several works that are “generated with AI’s participation”. As I walked around and watched, I was attracted by the picture and put a question mark in my heart.
There is a work that is visually beautiful, with a stable composition and color coordination, which at first glance is impeccable. But I stood in front of that poster and looked at it for five minutes, but I couldn’t find any reason to stop and think about it.
It’s complete, but it’s also blank.
On the contrary, there was a work that looked a little rough, not very symmetrical, and the typography was slightly squeezed, which attracted me to stay for a long time. Because that poster makes “uncomfortable” a kind of power – it tells a story about people and stress in an almost unbalanced way. I understood that feeling at a glance, and it was even a little sour. At that moment, it suddenly became clear to me that AI can draw pictures and typeset, but only people can decide what makes sense to “choose”.
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The so-called “just right” is not just generated
It may be just right because there is one sentence missing, or it may be because it leaves a little more blank space for the audience to imagine; It is not the result of “one-click generation”, but an accurate presentation after understanding, questioning, correction, and communication.