I work on the assumption that in the crowded mass communication field today you have to get in and get out with your message as quickly and simply as possible. You must communicate the maximum with a single glance.

The quote "I work on the assumption that in the crowded mass communication field today you have to get in and get out with your message as quickly and simply as possible. You must communicate the maximum with a single glance" by Saul Bass emphasizes the need for clarity and conciseness in modern communication, especially in the context of mass media. Bass, a legendary graphic designer and filmmaker, understood that in today’s fast-paced world, messages need to be delivered quickly and effectively to capture the audience’s attention. He stresses that in a cluttered landscape filled with competing information, the best way to communicate is to simplify the message to its core essence.

Bass also highlights the importance of visual communication, suggesting that in a world overwhelmed with information, the ability to convey a message with a single, impactful image is crucial. The phrase "communicate the maximum with a single glance" reflects his expertise in creating memorable visuals that encapsulate complex ideas in a simple and immediate way. His designs, especially for movie posters and opening credits, exemplified his skill in creating images that could communicate a lot in a very short amount of time.

The origin of this quote lies in Saul Bass’s career as a graphic designer and visual storyteller, particularly in the world of film. Bass is best known for his iconic work in film titles and posters, such as his work for Alfred Hitchcock’s "Psycho" and Martin Scorsese’s "Casino." His approach to design reflected his understanding of the power of simplicity and how visual elements could tell a story just as effectively as words. His designs remain highly influential in both film and graphic design.

In essence, Bass’s quote underscores the need for efficiency and impact in communication, especially when the audience’s time and attention span are limited. By focusing on delivering a powerful message with minimal content, communicators can cut through the noise of modern media and make a lasting impression. Bass’s legacy as a master of visual storytelling is a testament to the power of concise and memorable communication in a visually saturated world.