Does good design create an illusion, a need, or a desire in the recipient of a message?
Clear, consistent, restrained, and direct — with the series *A View From The Side*, Nemanja Dragojlović attempts something different. Although not depicted explicitly, the protagonist of his conceptual posters is the human being: worried, frustrated, overwhelmed, chronically lacking time, and often motivation, to engage with oneself. Both with one’s own place and with one’s relationship or role in the surrounding world.
Dragojlović’s scenes, which the author refers to as “conversation starters,” are not without the ambition to transform the passive consumer of learned helplessness into an active social subject. Free from the need for visual noise or an excess of meaning, Dragojlović suggests change subtly — through embedded memory, whose essence lies in delayed effect. The purpose of Dragojlović’s design is not to capture our gaze, but to motivate us to stop looking away from ourselves. Visually striking, these scenes become intimate markers and triggers for reflection, turning a view from the side into a view from within.
Nebojša Milenković
Nemanja Dragojlović (1983, Belgrade) is a visual communication designer and university professor. In his work, he focuses on conceptual posters, visual narratives, and systemic approaches to design, exploring cultural, psychological, and social tensions through distilled visual metaphors. He gained professional experience as an art director in advertising while simultaneously developing an academic practice in higher education. He teaches visual communications at FILUM (Faculty of Philology and Arts, University of Kragujevac). His works have been internationally published and exhibited, and the poster series *A View From The Side* received the Graphis Gold Award.
