A Woodpecker's Imagination, or a Signature Communication Style

Contents:

Designer and artist with experience in art direction and copywriting. I am a columnist and lecturer at the HSE School of Design. My professional career has been marked by more than 30 design awards, including the renowned Good Design and Red Dot awards. I am also a jury member at prestigious festivals such as Cannes Lions, Eurobest, and AD Stars. My work focuses on creating unique visual solutions and developing creative thinking in students.

He is the co-author of "Parable Therapy, or the Book of Meanings about Marketing" with Sergei Kuzhavsky. He is a regular contributor to Snob magazine and has published in publications such as [kAk], Creative Director, and Vedomosti. His work explores the intersection of marketing and creativity, making it relevant for business and design professionals.

We interact with the world around us not only through vector, raster, or 3D images, but also with words. Our vocabulary and ability to use language determine the quality of communication, whether oral or written. This, in turn, affects how accurately and completely information will be perceived—both factually and emotionally or aesthetically. The more we focus on developing our vocabulary, the more effective our communication becomes.

When I hear the phrase "I hear you," I feel like distancing myself from the other person. At that moment, I lose interest in their opinion, as using such cliches instead of original thoughts demonstrates a lack of sincerity and individuality. It's important to communicate not only verbally, but also through ideas and emotions, which makes dialogue more vibrant and rich. Clichés devalue communication and create barriers to deep understanding.

At first glance, there's nothing objectionable about this phrase. When it was first used, it was figurative and in keeping with linguistic norms. However, over time, it lost its significance and became commonplace. As A.S. Pushkin noted, vulgarity arises when something becomes widespread. In an effort to impress and express themselves in an original way, the speaker begins to use inappropriate expressions, which betrays them as someone with an insufficient level of culture and education.

The chapter "Ellochka the Cannibal" from Ilf and Petrov's novel "The Twelve Chairs" leaves a vivid impression. It is recommended to reread it for self-education purposes. This work contains a precise definition: "a creature with the imagination of a woodpecker." A woodpecker is unable to understand that "enriching" speech with false expressions does not make it beautiful, but only imparts an absurd, affected philistinism. If you analyze Ellochka's vocabulary, you will notice that it contains expressive phrases: "Famous," "Don't tell me how to live," "Fat and handsome," "Your back is all white." However, since Ellochka repeats these expressions numerous times, their original poignancy is lost. This example illustrates how repetition can devalue even the most vivid and colorful statements, turning them into banalities.

The expression "completely out of place" has lost its expressiveness and become tasteless. Also, the preposition "about" has become a hipster cliché, used in phrases like "this restaurant isn't about good desserts" or "that evening wasn't about fun." The word "озвучить," used to mean "say" or "utter," has become an object of ridicule among lexical purists. These changes in language highlight the tendency toward simplification and borrowing, which negatively impacts its richness and diversity.

I will give a few examples illustrating how something initially good (or at least harmless) can become vulgar. At one time, David Carson, the creator of grunge typography, became very popular. This style is characterized by the combination of incompatible fonts, sometimes even within a single letter, and an abundance of visual clutter. Many have begun to imitate it, but mastering this approach requires a certain skill. Otherwise, it quickly becomes tiresome to the audience, who perceive such "games" as inappropriate. "You're being rude, kid," is how Ellochka might have commented on the fashion of the time, emphasizing that soulless creativity can provoke a negative reaction.

Polygonal figures have become increasingly popular in recent years. These origami-like crafts are made from colored paper and have a unique style. Initially, they were perceived as an interesting phenomenon, but soon many similar models appeared, such as "Shanghai Leopards" and "Mexican Jerboas." In reality, these were more like "Russian Hares," created in the Tula region, and were virtually indistinguishable from each other. This situation highlights the importance of originality and uniqueness in the design of polygonal figures.

If the design requires elements of Russian folk or Orthodox religious style, pseudo-Old Church Slavonic fonts are often used, which, as a rule, are of poor quality. This limits the creativity and professional skills of designers. The result is something reminiscent of "my life," as director Yakin once remarked, believing that his semi-literate Old Russian motifs would be more understandable to Ivan Vasilyevich. This approach not only diminishes the overall aesthetic value of the design but also complicates the perception of its content. It is important to use more modern and high-quality fonts that preserve cultural characteristics while being easy to read and relevant to the context of modern design.

I recommend fully familiarizing yourself with the works of Ilf and Petrov to improve your communication skills. Reading these classic books will not only enrich your vocabulary but also help develop your dialogue skills. Learn from the example of Ostap Bender—not just a talented combinator, but also an outstanding communicator. His unique approach to language and original expressions can inspire you to create your own creative phrases and images. This can significantly improve the quality of your communication. Ultimately, unconventional thinking manifests itself in different areas of life if developed correctly. Reading literature is an important step on this path.

We will take the lead and everything we need will be provided to us in a convenient form.

On that happy evening, when Ellochka tried on a charming crepe de Chine blouse, her beauty was undeniable. This outfit emphasized her grace, and she looked almost like a goddess. However, an unexpected misfortune disrupted the atmosphere of joy, becoming a contrast to her magnificent image.

— Ho-ho! — she exclaimed, simultaneously expressing a multitude of complex emotions that overwhelmed her at that moment.

These feelings can be expressed as follows: “Seeing me like this, men will be excited. They will tremble and follow me to the ends of the earth, stuttering with love. But I will remain cold. Are they worthy of me? I am the most beautiful. "No one in the world has such an elegant blouse."

There were only thirty words, and Ellochka chose the most expressive one – "ho-ho." This choice highlights her unique approach to communication, where simplicity and brevity are the main means of conveying emotions. Using short phrases like "ho-ho" helps to focus attention on the essence and add expressiveness to the conversation.

"The Twelve Chairs" is a famous novel by I. Ilf and E. Petrov, which has become a classic of Soviet literature. The plot centers on the ironic adventures of Ostap Bender and his companion Ippolit Matveyevich, who set off in search of a treasure hidden in one of twelve chairs. The novel is filled with witty dialogue, satirical observations, and colorful characters, making it both engaging and educational.

One of the key themes of the work is a critique of the social norms and foundations of the time. The authors masterfully use humor and irony to show the absurdity of human vices and the thirst for profit. "The Twelve Chairs" not only entertains but also makes you think about moral values, human relationships, and the pursuit of wealth.

The novel remains relevant thanks to its universal themes and vivid images that evoke empathy and a smile. Reading "The Twelve Chairs" - This is an opportunity to immerse yourself in the atmosphere of the Soviet era and enjoy the sparkling style of Ilf and Petrov.

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