48. METHODOLOGIE
The Semiconductor Industry Association is the premier trade organization representing the semiconductor industry in the United States. Its annual report addresses key issues within the industry and reports on its agenda and accomplishments in several focus areas, including domestic policy, environmental health and safety, world markets, the economy, and technology.

“I wanted the messaging to be direct, accessible, and dramatic,” says designer John Rousseau, “supported on all levels by every aspect of the object: from scale through photography, color, and type.” Rousseau’s main objective was for the book to communicate the significance and potential of nanotechnology (designing circuits at the molecular level) to industry insiders and government policy makers alike. “Consequently,” he says, “the approach had to be nontechnical while also addressing industry concerns.”

For 2004, the primary narrative explored ways in which nanotechnology will radically transform the industry—and, by extension —daily life. “The book emphasizes this theme through its diminutive size and dramatic photography that communicates the idea of exaggerated scale,” Rousseau says. EΩectively reaching a diverse audience was the challenge. “The nanotech story had to be told in a way that industry leaders already familiar with the topic would find engaging,” he adds. Dana Rouse