To reach you as intense as possible.

A fundamental foundation of the project “The most beautiful people in the world” is the surprise it has build-in.
When people read the title, their imagination already creates a picture of what they think they are about to see.
And in most cases people imagine and expect to see persons demonstrating and exhibiting physical beauty.
The next emotional experience they will have is one of surprise.
Seeing the images and reading the texts they find out that it is contrary to their imagination and expectation.
“The most beautiful people in the world” is not about physical beauty.
It is about what people feel in their heart.
It is about how life is lived from specific emotions.
Feelings and emotions that are positive and make the persons believe to be the most beautiful.

For the people seeing “The most beautiful people in the world” this is a nice surprise.
It is contrary to their imagination and expectation but on top of that, it is a message that makes them feel better.
A message that gives them hope and inspiration.

The designer of the photo book of “The most beautiful people in the world”, Teun van der Heijden, has used the same strategy.
To recognise expectations in readers and twist them in such a way that the experience for the readers become deeper and stronger.

The cover of the book immediately applies this method.
See for yourself:




Many readers will ask themselves what this is all about.
Think how unusual this cover is.
Realize that the cover makes several questions rise.

Why is this picture of the smiling African girl crossed?
Not in logic line with the position of the title?
How is reader supposed to hold the photo book?
Vertically to be able to read the title?
Or horizontally to be able to see properly the picture?

And what about this title: “The most beautiful person in the world”?
Does that mean that this smiling African girl is the most beautiful in the world?
That the whole book is about her?

These questions are initiated by the design of the cover.
And it is all on purpose and with deliberate planning and clear intentions.
It is a preparation for the experience the reader is going to have once the photo book is opened.
The reader, through the cover, is prepared to be flexible for what about to see.
Made clear that it will be different and unusual.

For example, after the first pages, the photo book needs to be turned 45 degrees.
To be able to see properly the images and quotes of the most beautiful people.
This changing of the position of the photo book is a vital moment in the relationship between the reader and the photo book.
If it can happen harmoniously and like a logic action to take, it will not disturb the entering of the message of the photo book.
The questions that have been coming up in the mind of the reader when seeing the cover, works now effectively in dealing harmoniously with experiencing and properly handling the photo book.

There is another huge advantage in having a cover of a photo book that is puzzling and unusual.
When it is exhibited in a bookshop, in a shop window or on the coffee table of a living room, it attracts attention.
For several reasons.
The most important one being this most attractive portrait of the African girl.
Her smile, her happiness and the colours are attracting, appealing and pleasing the eye.
Also, the title tickles the imagination: is that girl the most beautiful person in the world?
That is something many would like to find out.
Why she and how come?

When “The most beautiful people in the world” was in production in Paris with French book publisher Delpire long discussions were about the cover of the photo book.
The train of thoughts was that not one particular person could be on the cover.
Because the project was about many people in 10 different countries.
Unjustified to emphasize just one.
Eventually this solution was found.



With book designer Teun van der Heijden another route was taken.
To begin with, he got carte blanche.
He got all the freedom in the world to do whatever he liked to do.
Not an easy decision for the author of “The most beautiful people in the world”, but there was total trust in this designer that he would come up with solutions and inventions beyond the own abilities.

One of the interesting decisions Teun van der Heijden made was not to follow the Paris train of thoughts for the cover of the photo book.
To be almost recalcitrant by going against everything and choosing just one person to put on the cover.
And changing therefore the title of the project also.
Following the fundamental foundation of the photo project that what you are made to imagine and expect is contrary to what you eventually experience.
For one reason only.
To reach you as intense as possible.

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Comments on the book cover are most welcome.

The website of the book designer Teun van der Heijden, click on:
http://www.heijdenskarwei.com/