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The Design Method: A Philosophy and Process for Functional Visual Communication (Voices That Matter), by Eric Karjaluoto
Free PDF The Design Method: A Philosophy and Process for Functional Visual Communication (Voices That Matter), by Eric Karjaluoto
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Review
“Everyone likes to complain about design, but almost no one is leading, teaching, and talking about how to do it better. Thanks, Eric, for giving us a book we can share with those that need it—us!” —Seth Godin, Author of The Icarus Deception “Eric Karjaluoto doesn’t think this book is for everyone, and boy is he wrong. This book is for every designer on the planet. The Design Method is proof positive that it is possible to make timeless, beautiful design that actually succeeds in the marketplace. If you’ve ever had your work rejected by a client (and who hasn’t), this book is for you.” —Debbie Millman, President Design, Sterling Brands “Designers often get confused with artists. Designers, however, are not paid to communicate their issues but to solve other people’s problems. We are professionals and we have clients. For them we visualize ideas, processes, messages, and products. Working within constraints means that we cannot wait for that moment of divine inspiration. It means employing methods to keep us on track by making our thought process transparent to our clients and our peers. When kids ask me for the three most important things to do, I tell them: 1) Learn; 2) Learn; 3) Learn. And in that order. Start by reading this book.” —Erik Spiekermann, Partner, Edenspiekermann “Clearly, Eric hates everything I stand for, but you should still buy his excellent book. No matter your motives and aspirations, he offers a strong, useful method that will make you a better designer.” —Stefan G. Bucher, Designer, Illustrator, Writer, 344 Design “Full of useful advice on how to tackle a graphic design project from start to finish. An excellent addition to the library of any design student or self-employed designer.” —David Airey, Designer, and Author of Logo Design Love “There are so many design books that are simply overblown portfolios. The Design Method presumes that designers know how to read and think. The book is dense, intelligent, and bravely opinionated. When designers are given nothing but frosting and pretty fluff, it is refreshing to see a book that challenges perceptions and informs us.” —Sean Adams, Partner, AdamsMorioka “This is a book that the design industry has needed for decades. It assumes that the designer wants to do effective work, which of itself is worthy of an entire book. In an era when design is being commoditized—even by the industry itself—I welcome this book and hope it has a widespread influence.” —David C. Baker, Principal, Recourses, Inc. “It seems the design world increasingly confuses fame for mastery. Eric’s book will hurtle you down the path of mastery, first. Apply this thinking everywhere and you might become famous, second. If you want to expertly navigate the exploding potential that design now holds, this is the best new guidebook I know.” —Brian Collins, Chief Creative Officer, Collins “Required reading for all students of design, Karjaluoto’s straight-talking Method aptly advances designers beyond artistic makers to constructive facilitators that make things happen.” —Robin Alyse Doyle, Managing Editor, Communication Arts “As a successful designer and design commentator, Eric Karjaluoto combines his twin passions to great effect in The Design Method. By turns wise, witty, and opinionated, the book acts as a thoughtful and practical guide to doing effective brand, communication, and graphic design. While not all designers will embrace Karjaluoto’s method, all have something to learn from it.” —Peter Giffen, Editor, Applied Arts Magazine “Eric: I know you were only 10 years old at the time, but if you’d published this in 1984 I might have avoided some of the lessons I had to learn the really, really hard way. This is solid thinking, clearly articulated. You done good!” —Dave Mason, Principal / Strategy Director, Multiple Inc. “Eric Karjaluoto has a wonderful way of writing about design, which is engaging, conversational, and understandable. While this book is helpful for anyone interested in design, it is also a pleasure to read.” —Paula Scher, Partner, Pentagram “For the first eight years of my design career I learned from my mentor. For the next eight, I learned from my mistakes. The Design Method short circuits both with practical advice and proven wisdom. Karjaluoto’s casual style and personal perspective make for an engaging, non-nonsense read. There are times when you’ll want to put this book down—but only to make the changes it recommends.” —Christopher Simmons, Principal / Creative Director, Mine “Eric Karjaluoto’s book, The Design Method, is the essential handbook that should come with every career in design. This exceptionally practical reference, based on real world experiences in problem solving, will inform and enlighten everyone from beginning students to seasoned practitioners.” —Myles Tanaka, Department Chair, The Art Institute of New York City “Being a staunch believer that design is not about being artsy or a vehicle for self-expression and is, instead, an objective, rational, laborious process based on listening to a client and translating that into a tangible, accessible solution, I found The Design Method the exact kind of prescription the design industry needs. —Armin Vit, Co-founder, UnderConsideration
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About the Author
Eric Karjaluoto is creative director and a founding partner of the creative agency smashLAB. Since 2000, he has helped a broad range of clients including The Vancouver Aquarium, the University of Minnesota, and The Nature Conservancy with their strategic, design, and communication challenges. Eric wrote Speak Human (Outmarket the Big Guys by Getting Personal), and he writes regularly about design at erickarjaluoto.com.
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Product details
Series: Voices That Matter
Paperback: 240 pages
Publisher: New Riders; 1 edition (August 23, 2013)
Language: English
ISBN-10: 0321928849
ISBN-13: 978-0321928849
Product Dimensions:
5.4 x 0.6 x 7.8 inches
Shipping Weight: 10.6 ounces (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
40 customer reviews
Amazon Best Sellers Rank:
#347,998 in Books (See Top 100 in Books)
I've been a big fan of Eric and smashLAB for years now, and when I heard Eric was putting out another book I was so excited. Having read his blog posts, tweets, facebook posts and other online content for years, I knew this book was going to be a home run for me. I own a small branding and interactive agency in NJ, USA and while I haven't finished the book (yet), it's easily in my top ten books to reference for working better as an agency, for pushing our creative limits and for working better with our clients. I've read some sections a few times over and each time I get new information - I imagine the entire book is like that and can't wait to get through the whole thing a few times over. Eric writes the way you'd think he speaks and that makes it really digestible for me. He gives real world agency examples on how smashLAB and other agencies do things (and don't do things). My agency is only seven years old and we have a ton to learn, so I read books by guys like Jeffrey Zeldman, Jason Fried, Mike Montiero, Gary Vaynerchuck and with titles like Build to Sell and The E-Myth. The Design Method falls in with all of those books as a tool that will help guide the future of my business, hands down. It spoke directly to me as a designer, a creative director and agency owner. I'm asking (making) all of my employees to read this book as well - it can only help us as a team.If you want to grow as a designer, work better as a team and succeed in growing an agency, this book is perfect for you. Read it. A few times.
I am in my third reading of this book - I appreciate how practical, even humble, Eric is in describing his process. He demystifies a lot of ad agency mumbo-jumbo and breaks down stereotypes. I have three books that I consider my bible for my start up - The Design Method, Blair Enns Win Without Pitching, and Benjamin & Rosamund Zander's The Art of Possibility (...and some in person help from Jody Maberry at Disney Magic). You can waste a lot of time figuring this stuff out on your own - or you can read this book. I feel like I've been a fly on the wall at a really well run creative firm after reading this book. The graphics are deceivingly brilliant too - nothing intimidating or flowery in this book at all - just great advice on every single page.
The Design Method is not a celebration of design as an avenue for personal expression. The Design Method is not a visual style guide. The Design Method does not celebrate or perpetuate the design rockstar concept. The Design Method does not promote a fast track to senior design roles or prestigious design awards. The Design Method does kindly break the news that design business requires a lot of patience and not a lot of ego. The Design Method is an honest and practical book filled with gems of advice on how to generate appropriate solutions through systemization, clear communication, and a humble attitude.Author Eric Karjaluoto has decades of experience in the design field as a creative producer, director, and founding partner of smashLAB. In this book, he shares his own experience, sparing some of us from having to learn his lessons the hard way. What he has learned through experience is that, by implementing a methodical, repeatable process from project start to finish, you can position yourself for successful client relationships and sound creative output.The first big lesson Karjaluoto highlights is that design is not visual styling. If you are a brand, then design can tie your components together as a system. Design is a boundary. Your components may contain more than traditional printed or digital pieces; you may need to consider architecture, flavors, or textiles that fit into your system. If you define the boundaries of your design system, then you know better what to do for each containing element. This philosophy can work in branding, and it can also work as a method for organizing and approaching any project. In this book, it functions as the design system and process for your design business.Structure will set you free. Rather than starting every project with a blank piece of white paper (or a white screen), you at least know to begin with step 1 of your process. The first step of The Design Method is Discovery. You begin by working with your client and doing your research to learn whatever you can about your client. In this way, you identify the main problems you need to solve. From there you can plan how to carry out your solutions (step 2: Planning), and only from there can you present to your client possibilities for creative output (step 3: Creative). Within each phase of your system, you give yourself a productive amount of time and you communicate regularly with your client to keep them on the same page.The point of liberation here is not feeling pressure or need to show your client creative output before you are both ready. It is your job to take time to identify problems and consider relevant courses of action. The benefit is that you are prepared to offer an appropriate solution and your client is prepared to understand the context of your ideas because you have included your client in the conversation. Karjaluoto even goes so far to say that if your client is blown away or wowed by your presentation, then they were never prepared for it. In other words, save the surprise unveiling for your art projects, and keep your design projects systematic.The Design Method is ready-to-wear advice for an agency or group setting. Some of the advice given is overkill for smaller scale projects or independent creative freelancers. That said, each piece of advice can be easily scaled down or modified to suit your specific needs. I greatly appreciate the clear, conversational writing. In fact, a social media reference to Karjaluoto’s very readable design blog is what led me to him and to this book in the first place.Beyond general system advice and some very funny anecdotes, I appreciate the level of specificity provided for some methods. Karjaluoto actually shares a screenshot of his exact filing system, which I was happy to immediately co-opt. I am sure I will revise it somewhat as my needs are less severe, but at least I am now inspired to improve my filing system. And, finally, I would like to thank the author for successfully shaming me about my own terrible file naming practices. I will never again include the word FINAL (ie press-ready-poster-FINAL.pdf) as part of the name of any production file.If you freelance, run your own design business, or simply want to implement a better system for any project, this book is for you.
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