Publisher's Synopsis
It's becoming increasingly easier for anyone to be a "designer," or at least call themselves any combination of designerly-titles: Graphic designer, art director, commercial artist, visual communicator, content creator... The list goes on.
But there's one big thing about design that most people get wrong: It's not about making things look good. A designer's job is to focus on meaning, how it can be created and communicated. To understand how products are sold and marketed. To evaluate business problems and solve them with creative ideas and processes. Like the list of titles, this too goes on and on.
Sadly, the majority of design education has poorly positioned the role of the designer. Too few practitioners develop the necessary understanding that design is a business, not an art. Good news: All the things designers aren't being taught in the classroom can be found in this book. Things like: What makes design successful, rather than good. How to amass a body of knowledge, rather than a body of work. And why the design community should strive to be an army of thinkers, rather than makers.
Whether you're a student, you're five years into an agency job and still floundering to find confidence, ten years in and considering career reinvention, or feeling stale and burnt out from decades of poor collaboration and deadline fatigue, this can act as a companion throughout your journey. Plus, it's also for the design curious and the design adjacent, because the little details that make designers successful is knowledge that everyone can benefit from, as design touches all aspects of our everyday life.
