As a student, I have a lot of questions. So many questions, in fact, that on more than one occasion I have referred to myself as a walking question mark. So, when I get the chance to ask even just one of those questions, I’m all over it. That chance came this week when I got to chat with Arnold Worldwide VP Creative Director Dan Madsen.
Let’s talk a bit about the importance of tone, and how it’s lack-thereof, is deemed tone-deafness. Also, perhaps most importantly, how it creates a horrible experience when it’s done all wrong.