The client approached us to design and illustrate a baby “owner’s manual.” Written like a set of operating instructions, the manuscript contained charts, maintenance tips, cautionary callouts, and “tech support.” The book was intended for hip new-or-expecting parents, and needed to appeal to men without isolating women. We deemed it necessary to eschew the fluffy, cutesy approach of typical baby-care books—which are usually filled with saccharine-sweet photos and soft colors—and give it an edgy, technical look. A utilitarian design was developed that presents the material clearly and directly, much like an appliance manual. The instructional illustrations and schematic diagrams combine usable information with subtle, satirical humor. To keep the price low, it was necessary to limit the book to two colors. We took the unexpected route of mixing the two Pantone colors throughout the book to create additional colors, which increased the perceived value. This expanded color palette also enabled us to add more depth and richness to the illustrations. The Baby Owner’s Manual has been very successful in reaching its market—seven U.S. print runs and 170,000 copies printed its first year—and has spawned an ongoing series of “owner’s manuals,” including The Dog Owner’s Manual.

It seems a little fussy, but it’s fun and has such a sense of humor. Overall it has a nice design: enough to tie both pieces together, yet leave room for individuality.