A TIME for visual simplicity and clarity amid the chaos

Responsible for TIME magazine’s iconic covers, D W Pine explores his creative process and shares insights on how to cut through the noise and make an impact

In the time it takes to read this sentence, your brain could have processed yet another visual. The average person is presented with roughly 10,000 images daily, mainly through advertisements, social media, news, product packaging, and websites. Breaking through the visual clutter is a challenge that requires a keen understanding of human attention and the visual landscape we navigate, especially since most of those images are now carried in our pockets. In this saturated environment, the key lies in creating something that grabs the viewer’s attention and holds it. As the Creative Director of TIME, responsible for designing the red-bordered cover of the 100-year-old publication, I spend most of my time staring at a blank white space smaller than a piece of paper. It’s been called the “most important real…

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I by IMD (Digital) - 1 Issue, 17. March 2025

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