« Silence at the proper season is wisdom, and better than any speech. » — Plutarch
When I think of cover layouts, I always recall the sage advice of my art school book design teacher, who posited that « a poster should be One Angry Fist », as you only have a second or two to make your point to the undecided consumer. That knuckle sandwich is what gets your message across, not a bunch of clichés and slogans; these only detract from the power of your image.
While we’re obviously dealing, in comics, with a commercial medium, it’s hard to not view it as creative interference, a lack of confidence**. While all publishers indulged in cover overhyping to some degree, Marvel and DC were the main offenders, and DC at least had superior title and logo designers***.
In the 60s, Jack Kirby created a massive amount of stunning cover art for Marvel… which editor Stan “Ne’er ’nuff Said” Lee buried, as often as not, under his trademark wiseass hyperbole. One might argue that this hardsell approach worked, commercially speaking. Artistically, on the other hand… well, the debate lingers on.
One could counter that cover hype only increased in the subsequent decades (imitated, amplified and distorted), and that stands to reason. That trend is pretty universal, since everything is getting louder, literally and figuratively: commercials, recordings, everyday life. Indeed: louder, sweeter, saltier, faster, meatier and of course cheesier.
Ah, but for what seems like a mere blip in its history, which is to say around ’68-’69*, Marvel somewhat dialled down the verbiage and let some prime Kirby compositions enjoy a bit of breathing room (at least on Fantastic Four, the company’s second-best seller — and number 16 overall for 1968).
This particular streak is circumscribed by two ho-hum (by lofty Kirby standards) covers: flat FF 81 and messy FF 88 (featured here)… which leaves us with plenty of goodies in the middle. Let’s take the tour, shall we?
In the face of all this, is it any wonder I found so refreshing the design quietude and purity of some recent comic books covers, such as the Chris Samnee creations we recently spotlighted? There’s hope, thanks to some enlightened folks out there.
*which closely dovetails with Martin Goodman‘s sale, in the fall of 1968, of Marvel/Magazine Management to the Perfect Film & Chemical Corporation (later Cadence Industries). Probably a coincidence, but who can say?