The re-design of the US magazine Dwell by art director Kyle Blue makes me want to throw up. His 90 degree page turn-around has been discussed as a "playful change", done in order to "stimulate the reader". Well, as a reader and a designer I say "NO THANKS." There is a major turn off about having to read an article about design as a Playboy centerfold. If I wanted to be that uncomfortable while I read I would just pick up a newspaper.
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