Introduction
In his book "Do Design", Alan Moore explores the power of beautiful design and how we can create more beauty in the world around us. Moore argues that design is everywhere - in the objects we use, the spaces we inhabit, and even in how we structure our lives and businesses. Yet too often, human-made things lack beauty, grace and thoughtful design.
This book makes the case that we should strive to design everything beautifully, not just for aesthetic reasons, but because beautiful design enhances human abilities, brings joy, and improves quality of life. Moore provides inspiration, examples, and practical advice for how we can tap into our innate creative abilities to design more beautifully - whether we're professional designers or simply want to bring more beauty into our personal lives and work.
Through exploring topics like the essence of beauty in design, the creative process, finding inspiration, and structuring businesses for optimal creativity, Moore offers a philosophy and toolkit for creating beauty that can benefit individuals, organizations, and society as a whole. He encourages readers to see the potential for beautiful design all around them and to make beauty a guiding principle in all their creative endeavors.
The Power of Beautiful Design
Beauty in Design Goes Beyond Aesthetics
When we think of beauty in design, we often focus solely on visual aesthetics - making things look pretty or decorative. But Moore argues that true beauty in design goes much deeper. Beautiful design is about how well something functions and the joy it brings to users.
A beautifully designed object or space should empower human abilities and enhance our experiences. It should work seamlessly and intuitively, almost fading into the background as it enables us to accomplish tasks with ease. At the same time, it should spark delight and pleasure through thoughtful details and an overall sense of harmony.
Moore gives the simple example of a well-crafted pair of socks. Beautiful sock design isn't just about an appealing pattern, but about how the socks protect our feet, feel comfortable, and last a long time. Poorly designed socks, on the other hand, may look nice but chafe our feet and quickly develop holes - hardly a joyful experience.
The Profound Impact of Design on Quality of Life
We shouldn't underestimate how much impact design has on our day-to-day experiences and overall quality of life. Everything around us - from the layout of our cities to the institutions we interact with to the objects we use - has been designed by humans. When that design is thoughtful and beautiful, it enhances our lives in countless ways, often without us even noticing. But when design is poor, it can be a constant source of frustration and limitation.
Moore argues that as designers and creators, we have a responsibility to put beauty and thoughtful design at the forefront. The things we create become our legacy and have the power to bring more beauty, functionality and joy into the world long after we're gone. So we should always strive to create things that work well, last, and can be loved.
Creating Beauty as a Producer
Dedication and Craftsmanship are Key
Producing truly beautiful things requires time, commitment, and dedicated practice. Moore uses the example of origami - in the hands of a master, a simple piece of paper can be transformed into an exquisite swan or orchid. But for a novice, even folding a basic paper airplane is a challenge. To reach that level of mastery in any craft takes years of focused effort.
This is why passion is so crucial for creators. You have to genuinely care about and believe in the value of what you're creating in order to put in the time and attention required to make something beautiful. What you design should be an authentic reflection of your values and vision.
The Spirit of Craftsmanship Transforms the Creator
Moore argues that creative endeavors are as much about developing the spirit of a craftsman as they are about producing beautiful objects. When we dedicate ourselves to mastering a craft, it imbues our inner life with passion and a drive for continual improvement and growth.
He gives the fascinating example of the Shakers, an 18th century Christian sect that had an outsized influence on modern design, especially furniture and architecture. The Shakers emphasized simplicity, functionality and quality craftsmanship in everything they created. For them, dedication to one's craft was a spiritual practice - a way to focus the mind, find meaning, and express devotion to God.
While we don't need to adopt the Shakers' religious beliefs or lifestyle, Moore suggests we can learn from their philosophy of craftsmanship. By approaching our work with full dedication and striving for mastery, we give purpose to our lives while producing things of lasting beauty and value for others to enjoy.
Designing for the User Experience
Function and Joy are Key to Beautiful Design
From the user perspective, beauty in design comes down to two key factors: how well an object functions and the joy it brings. A beautifully designed product should perform its intended tasks seamlessly while also delighting the user.
Moore points out that the best designs often fade into the background - we're hardly aware of them because they work so smoothly. A well-designed laptop, for example, should facilitate productivity without interrupting our workflow. It's only when a design is clunky or dysfunctional that we really notice it, because it disrupts what we're trying to do.
Intuitive Design Trumps Technical Specs
When designing products, we need to focus on the holistic experience of using them rather than getting caught up in technical specifications. People intuitively know whether a design is good or bad based on how it feels to use. A chair with only three legs would feel unstable and uncomfortable to sit in, regardless of its other features. Similarly, the wrong typeface can ruin the experience of reading a book.
Moore cautions against the common business mistake of promoting products based solely on quantifiable measurements like processing speed or storage capacity. While those factors matter, it's the overall user experience that will ultimately determine whether people enjoy and continue using a product. Seemingly minor details like how keys feel when pressed can have a huge impact on the user experience.
Longevity Builds Emotional Connection
Another important factor in user experience is how long a product lasts before breaking or becoming obsolete. People form emotional connections with objects over time, much like friendships. Our most beloved possessions are often those that have served us well for many years, like a trusty old backpack or bicycle.
By designing products to be durable and long-lasting, we allow users to build those emotional connections. This in turn leads to greater customer loyalty and long-term business success. Moore argues that prioritizing beauty, functionality and longevity in design is ultimately better for both users and businesses than chasing short-term profits through planned obsolescence.
The Creative Process
Start with a Clear Vision
When embarking on a creative project, it's crucial to start with a clear vision of the end result you want to achieve. Moore likens this to how comedian Bill Bailey approaches writing jokes - he starts with the laugh he wants to elicit and works backwards from there to craft the setup and punchline.
For designers, having a strong vision is especially important when creating something entirely new that has never existed before. Without a clear destination in mind, it's like trying to steer a ship without a compass. You need to be able to imagine how your creation will function and the impact it will have.
Envision the Future Impact
Moore encourages designers to think big when developing their vision. Don't just imagine how an individual might use your product - consider how it could change the world. He gives the example of computer pioneer Doug Engelbart, who spearheaded development of technologies like the computer mouse, hypertext, and video conferencing. Engelbart wasn't just thinking about creating new gadgets - he envisioned a world where knowledge could flow freely to wherever it was needed.
Sometimes bringing a vision to life requires developing new language to describe it. Science fiction writers have played an important role in this regard, coining terms like "cyberspace" that helped people conceptualize emerging technologies. As a designer, you may need to find creative ways to communicate your vision, especially for innovations that don't exist yet.
Inspire Others with Your Vision
A compelling vision isn't just for your own benefit as a creator - it's also crucial for inspiring others to help bring that vision to life. Moore quotes writer Antoine de Saint-Exupéry: "If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea."
In other words, get people excited about the end goal and the positive impact it will have. A strong, inspiring vision can motivate a team to overcome challenges and push through difficult phases of a project.
Cultivating Inspiration
Be Open to Beauty
While we can't control when inspiration will strike, we can cultivate a mindset that makes us more receptive to it. Moore suggests practicing being more open to the beauty that surrounds us every day. We're constantly bombarded with sensory input, but we tune most of it out as we focus on our daily tasks. By intentionally "widening our lens" sometimes to take in our full surroundings, we open ourselves up to potential sparks of inspiration.
He gives the example of photographer Sebastião Salgado, known for sprawling vista scenes packed with exquisite detail. Salgado uses techniques to keep every point of an image in focus, rather than blurring the background. Moore encourages us to practice a similar approach in our daily lives - making time to take in the whole scene around us rather than narrowly focusing.
Challenge Your Assumptions
Another technique for cultivating inspiration is to challenge our assumptions about what's possible. Our beliefs about limitations often become self-fulfilling prophecies - if we think something isn't possible, we won't even try to overcome the obstacles. But when we approach challenges with the conviction that solutions are possible, suddenly everything becomes a matter of logistics to figure out.
Moore shares the inspiring example of author Mary Wesley, who didn't publish her first novel until age 70 but went on to become one of Britain's most successful novelists in the last two decades of her life. Had she believed it was too late to start a writing career, she never would have achieved that success. By setting aside our presumptions about what's possible, we open ourselves up to creative breakthroughs.
Be Ready to Seize Inspiration
Finally, Moore emphasizes the importance of being willing to drop everything when inspiration strikes. Moments of creative insight often come at unexpected times, and we need to be ready to seize them. He shares a personal anecdote of waking up at 5am to find a thick fog had descended outside. In a flash of inspiration, he grabbed his camera and rushed out to capture a series of photographs that later became the basis for an exhibition.
While we can't always drop everything at a moment's notice, we can cultivate habits that make us more ready to act on inspiration. Keeping tools of our craft easily accessible and being willing to adjust plans when creative opportunities arise can help us take advantage of those fleeting moments of insight and inspiration.
Learning from Others
Study Successful Models
There's no shame in learning from other designers and businesses that are doing things well. Moore encourages creators to identify companies or products they admire and analyze what makes them successful. This could involve mapping out their business model step-by-step and comparing it to your own approach. You might also deconstruct elements from multiple successful models and recombine them in a unique way.
Importantly, studying others doesn't mean just reading about them - it means experiencing their products or services firsthand whenever possible. If you're designing a street food business, for example, your research should involve actually eating at other vendors and taking note of what delights or frustrates you as a customer.
Reach Out Directly
Moore also encourages designers to be bold about reaching out directly to companies or individuals they admire. Many businesses are surprisingly open to visitors who express genuine interest in learning from them. He shares his own experience of contacting Yeo Valley Farms after being impressed by their transition to organic farming. To his surprise, they invited him for a full-day tour and lesson in large-scale organic agriculture.
Similarly, Moore once reached out to a designer he admired named Derek Birdsall. Birdsall was so impressed by Moore's initiative that he ended up mentoring him. The lesson is clear - you never know what opportunities might arise from simply asking. Many successful people are happy to share their knowledge if approached with genuine curiosity and respect.
Collaboration and Openness in Business
Foster Internal Collaboration
While Western culture often emphasizes individualism, Moore argues that we've gone too far in that direction and need to reclaim the power of collaboration. He uses the simple but profound phrase from Muhammad Ali - "Me, We" - to capture the essential connection between individual and collective.
Businesses that encourage collaboration and open communication benefit from enhanced peer-to-peer learning and a greater flow of ideas. Moore gives the example of Pixar, which instituted regular "Braintrust" meetings after the success of Toy Story. These meetings brought together employees from all levels to candidly discuss every aspect of the filmmaking process. This collaborative approach not only improved the quality of their films but also fostered exceptional camaraderie within the company.
Consider Open Business Models
For some companies, expanding collaboration beyond internal teams can unlock even greater potential. Moore discusses the growing trend of "open" business models, particularly in the tech world. Open-source software, for example, allows users to analyze, modify and share code. Companies can then incorporate the best community contributions into their premium products.
This open approach allows businesses to innovate faster and more creatively by tapping into the collective knowledge and talent of their entire user base. While it may seem counterintuitive to share proprietary information, many companies find that the benefits of rapid innovation outweigh the risks.
Balance Openness with Structure
Of course, collaboration and openness need to be balanced with structure and leadership. Moore isn't advocating for a completely flat organizational model, but rather for finding ways to foster creativity and idea-sharing within an effective business framework. The key is creating an environment where people feel empowered to contribute ideas while still having clear direction and decision-making processes.
Seeing the Bigger Picture
Avoid Short-Term Thinking
One of the biggest threats to long-term business success is getting caught up in short-term, profit-focused thinking. To design a business that maintains momentum into the future, leaders need to appreciate how all aspects of the company are interconnected. This requires cultivating the ability to see the business, its place in the world, and its potential future from a high-level perspective.
Learn from the "Overview Effect"
Moore draws an interesting parallel to what astronauts call the "overview effect" - the profound shift in awareness that comes from seeing Earth from space. Many astronauts report experiencing a sense of the planet's fragility and interconnectedness, as well as a newfound drive to contribute to humanity's future.
While we can't all go to space, business leaders can cultivate a similar expansive perspective. This involves stepping back from day-to-day operations to consider the company's overall impact and long-term trajectory. It also means appreciating how various aspects of the business - from employee satisfaction to environmental impact - are all interconnected.
Embrace "The Total" Philosophy
Moore shares the example of Gabriel Branby, CEO of Swedish axe company Gränsfors Bruk, who turned the struggling business around by embracing what he calls "The Total" philosophy. This approach recognizes that everything in a business is connected - product quality, employee satisfaction, customer experience, ethics, and environmental impact. You can't focus on one area without affecting the others.
By emphasizing quality and craftsmanship above all else, Branby found that everything else fell into place. Employees took more pride in their work, customers became more loyal, and the company's environmental footprint improved as their long-lasting products created less waste. The result was a more ethical, joyful, and ultimately successful business.
Final Thoughts
"Do Design" offers a compelling vision for how we can create more beauty in the world through thoughtful, purposeful design. Moore makes a strong case that beautiful design isn't just about aesthetics - it's about enhancing human experiences, bringing joy, and improving quality of life.
The book provides practical advice for cultivating creativity and improving the design process, from developing a clear vision to finding inspiration in unexpected places. It also offers valuable insights on structuring businesses to foster innovation and long-term success.
Perhaps most importantly, Moore encourages readers to see the potential for beautiful design in all aspects of life. Whether we're professional designers or simply want to bring more intention to how we structure our days, we all have the capacity to create beauty.
By adopting the mindset and practices Moore outlines, we can tap into our innate creativity and design a more beautiful world - one object, space, and experience at a time. The book leaves readers inspired to look at the world with fresh eyes and to ask themselves: How can I bring more beauty into existence today?
Key Takeaways:
Beautiful design enhances human abilities and brings joy - it's not just about aesthetics.
Creating beauty requires dedication and craftsmanship, which in turn develops the creator.
When designing, focus on the holistic user experience rather than just technical specifications.
Start creative projects with a clear vision of the desired end result and impact.
Cultivate inspiration by being open to beauty, challenging assumptions, and seizing creative moments.
Learn from successful models by studying and reaching out to admired companies/individuals.
Foster collaboration and consider open business models to enhance innovation.
Maintain a big-picture perspective that recognizes the interconnectedness of all aspects of a business.
Strive to create beauty in all areas of life, not just professional design work.
Beautiful, thoughtful design has the power to improve individual lives and society as a whole.