Skip to content

Agency Quote by Peter van Agtmael

“I was taking all prints and I brought them to the Magnum meetings, trying the old Josef Koudelka trick: Give them to photographers, who are getting bored during the talks about the economics of the agency, to look through with a pen. They'll separate them in two piles. I started to find the core…” quote by Peter van Agtmael
Download Open image
“I was taking all prints and I brought them to the Magnum meetings, trying the old Josef Koudelka trick: Give them to photographers, who are getting bored during the talks about the economics of the agency, to look through with a pen. They'll separate them in two piles. I started to find the core pictures that people seem to relate to.”

Peter van Agtmael

2.6 out of 5 (3 ratings)

About This Quote

The speaker used a tactile method—handing out printed photos for on‑the‑spot annotation—to cut through abstract discussion and surface images that emotionally resonate with participants.

In simple terms: Using physical photos to spark genuine reactions.

Key Takeaway

Visual engagement reveals core emotional triggers.

Themes

visual communication participatory design emotional resonance creative facilitation human-centered insight

Mood

curious analytical playful

Type

observational process insight

When to use this quote

  • agency strategy meetings
  • creative workshops
  • team brainstorming sessions
  • design critique gatherings

Key Concepts

photo annotation group dynamics aesthetic judgment

Practical Applications

  • identifying impactful imagery for branding
  • guiding visual storytelling direction

Questions to Reflect On

  • What images consistently evoke strong responses?
  • How can this method be adapted for digital media?

More by Peter van Agtmael

Explore all 22 Peter van Agtmael quotes

More Agency quotes

Browse all 1,201 Agency quotes