Why Design Matters Summary

Design can manipulate minds and inspire change; it's a tool to communicate ideas, influence the world, and connect humanity.

1. Design as a Tool for Communication

Design plays an enormous role in shaping ideas and influencing perceptions. It touches everything—from milk cartons to political campaigns. Designers are more than artists; they are communicators of powerful messages that influence thoughts and actions. Milton Glaser, known for the "I Love New York" logo, reflects how design shapes society and ethical choices. He emphasizes the responsibility designers have when conveying messages.

Through visual language, designers can both inspire and mislead. The packaging of a product may look larger than it truly is, subtly manipulating the consumer's perception. At its best, design champions social causes and solves problems. At its worst, it can spread propaganda or misrepresentation. The question that designs ask: What kind of messenger do you want to be?

Steven Heller adds to this perspective, explaining why he chose to focus on design with a social impact instead of advertising. For Heller, design should foster change, not just support sales. He believes that designers have the moral obligation to use their skills to create awareness and solve larger societal dilemmas.

Examples

• Milton Glaser’s “12 Steps on the Designer’s Road to Hell” explores ethical dilemmas in the industry.
• The “I Love New York” logo created a lasting, positive cultural identity.
• Steven Heller spent decades curating socially responsible design through his editorial work.

2. Persistence Fuels Creativity

Creative success is rarely linear or easy. Many accomplished individuals such as Seth Godin and Albert Watson faced substantial obstacles before breaking through. These creatives highlight how persistence, resilience, and a willingness to learn lead to creative breakthroughs.

Seth Godin recounts how early in his career, he faced rejection after rejection—900 times, to be precise. But he didn't allow these setbacks to define him personally. Instead, he leaned into "generous persistence," understanding creativity as a marathon, not a sprint. By separating his worth from his ideas, Godin was able to persevere and eventually succeed.

Albert Watson, an acclaimed photographer, shares a similar journey. He spent 14 years refining his craft before feeling mastery over his tools and ideas. Even now, decades later, he continues to explore new techniques and projects, proving growth and learning are lifelong.

Examples

• Seth Godin’s method of remaining resilient in the face of financial hardship and repeated rejection.
• Watson’s iconic photo of Alfred Hitchcock holding a goose—a product of years of creative effort.
• Consistent risk-taking by these creators in their respective fields led to success.

3. Dance with Your Fear

Many creatives emphasize learning to coexist with fear rather than trying to eliminate it. Fear often stands between people and their passions, but it can also be a useful navigational tool. Seth Godin calls this “dancing with your fear.”

Brandon Stanton, creator of Humans of New York, admits he was terrified of approaching strangers for photos and interviews. He overcame this not by pushing fear away but by confronting it repeatedly until it no longer paralyzed him. Fear evolved into recognition and humility, helping him connect deeply with his subjects.

Creating space to handle discomfort often unlocks the most rewarding projects. Instead of being limitations, fear and doubt can be instruments for deliberate, transformative creativity when seen as dance partners, not adversaries.

Examples

• Stanton’s initial fear of street photography led to worldwide recognition.
• Amanda Palmer’s ability to face audience dynamics in her music career.
• Working through self-doubt helped Maira Kalman create her celebrated illustrated stories.

4. Truth in Art Can Inspire Change

Art can be a powerful mirror to society, challenging norms and addressing uncomfortable truths. Artists like Edel Rodriguez and Chris Ware make a conscious effort to reflect on humanity and social issues through their work.

Rodriguez, an illustrator, frequently comments on real-world injustices through bold, thought-provoking magazine covers. His infamous Time cover showed Trump beheading the Statue of Liberty, aligning with his experiences as a Cuban refugee and questioning the values of the country he once saw as an inspiration.

Meanwhile, Chris Ware’s graphic novels explore empathy as the foundation of human connection. He urges readers to understand experiences beyond their own, turning a simple apartment building into a full-fledged character in his book Building Stories. Ware believes such acts of imaginative empathy can dissolve barriers and prevent violence.

Examples

• Edel Rodriguez’s provocative artwork on immigration policies.
• Chris Ware’s exploration of empathy in Building Stories.
• Socially conscious magazine illustrations stirring public discourse.

5. Limitations Spark Innovation

Constraints often fuel rather than hinder creativity. This idea is echoed by musicians like Nico Muhly and designers like Michael Bierut, who find freedom within frameworks.

Nico Muhly, inspired by church music, uses constraints deliberately to hone his craft. He leaves room for improvisation, but groundwork ensures the boundaries remain inspiring rather than chaotic. Muhly likens this to a recipe: start with a few ingredients and give yourself the liberty to experiment.

Similarly, Michael Bierut highlights how too much freedom diminishes creativity. He prefers projects with clear limitations—whether it’s working within a specific branding style or adapting to a client’s vision—because they provide exciting challenges to solve.

Examples

• Muhly’s structured yet creative approach to composing.
• Bierut’s admiration for Motown’s ability to generate hits within specific branding constraints.
• Cey Adams designing iconic album covers with the artist’s identity at the forefront.

6. Empathy Holds Creative Power

Understanding others lies at the heart of meaningful work. Empathy allows creators to dig deeper into human experiences, creating work that resonates broadly.

Chris Ware views empathy as central to his storytelling. By extending his understanding to all characters—even inanimate settings—he invites readers to see beyond judgment and embrace compassion. Similarly, Edel Rodriguez uses art to bridge cultural divides, leveraging empathy to connect with a global audience.

Socially driven themes resonate when artists genuinely understand the people they represent. Empathy transforms design, art, and storytelling into tools for building connections rather than walls.

Examples

• Rodriguez’s empathetic depiction of refugees on magazine covers.
• Ware extending sympathy to characters and settings in his graphic novels.
• Audience reactions to projects driven by awareness and connection to real-world struggles.

7. Facing Problems One Step at a Time

Creative blocks are universal. Overcoming them often means simplifying what’s overwhelming. For playwright Michael R. Jackson, breaking down storytelling to clear essentials helps him keep momentum alive.

Jackson views stories as characters who want something, facing obstacles to achieve, fail, or change their desires. This approach, taught by his screenwriting mentor, turns complex ideas into actionable questions.

Similarly, Brandon Stanton builds his process one photo and one question at a time. The routine grounds him, even in unfamiliar settings or moments of creative doubt.

Examples

• Jackson’s straightforward storytelling formula.
• Stanton simplifying street interviews to powerful individual portraits.
• Overcoming creative paralysis by focusing on manageable daily tasks.

8. Combining Confidence and Doubt

Many artists walk a fine line between insecurity and drive, allowing both emotions to shape their output. Maira Kalman’s creative process often stems from self-doubt, which motivates her to experiment and refine her vision.

Kalman’s work for renowned publications like the New York Times reflects her unique ability to turn doubt into fuel. She takes assignments that stimulate curiosity, using the structure to build confidence while accommodating uncertainty.

Confidence and doubt don’t need to cancel each other out. Together, they create momentum, forcing creators to push boundaries rather than stagnate.

Examples

• Kalman balancing journalism and creativity in her illustrations.
• Shepard Fairey creating accessible art while staying true to his ethos.
• Nico Muhly composing pieces that rely on recognized structures.

9. Voices and Visions that Break Barriers

Visionaries like Shepard Fairey and David Byrne demonstrate how embracing individuality creates waves. Fairey’s street art combines rebellion and commercialism, balancing skate culture with mainstream accolades.

David Byrne, from his time in Talking Heads to today, has always pushed against creative norms. His blend of music and visual art constantly asks, What’s next?

Both creators reflect how staying true to your vision shapes cultural landscapes. Neither shies away from potential critique—they embrace it as part of their journeys.

Examples

• Fairey’s affordable art campaigns for underrepresented audiences.
• Byrne’s fusion of art and social commentary in his music career.
• Visionaries rewriting traditional boundaries for a new cultural audience.

Takeaways

1. Define your creative ethics and decide what lines you won’t cross, ensuring your work aligns with your values.
2. Embrace fear as part of the process—acknowledge it, learn from it, and let it shape your growth.
3. Always approach problems methodically by tackling one element at a time while keeping an open mind to new ideas and experimentation.