Introduction
Since 2005, Debbie Millman has been sitting down with some of the most creative minds in the world to discuss their lives, their work, and their perspectives on design and creativity. In "Why Design Matters," Millman distills the wisdom and insights from these conversations into a compelling exploration of what it means to be a creative professional in today's world.
This book is not just for designers or artists. It's for anyone who wants to understand how creative people think, work, and navigate the challenges of bringing new ideas to life. Through interviews with legends, truth-tellers, culture makers, trendsetters, and visionaries, Millman uncovers the common threads that connect truly innovative thinkers and creators.
The Power of Design
At its core, design is about communication. It's a powerful tool that can shape how we perceive the world around us, influence our decisions, and even change our behavior. This is why design matters so much - it has the potential to make a real impact on people's lives and society as a whole.
Design as a Tool for Communication
Milton Glaser, one of the most renowned graphic designers of the 20th century, emphasizes the responsibility that comes with being a designer. In his "12 Steps on the Designer's Road to Hell," Glaser outlines the ethical dilemmas designers face when deciding what projects to take on and how to approach them.
Designers have a unique set of skills that allow them to communicate ideas effectively. This power can be used for good or ill. A designer's work can encourage people to exercise more or entice them to smoke cigarettes. It can clarify complex information or obscure the truth. The choices designers make have real consequences.
The Social Purpose of Design
Steven Heller, who spent 30 years as an art director for the New York Times, echoes Glaser's sentiments about the importance of design serving a social purpose. For Heller, design should not just be about creating visually appealing work or selling products. It should aim to contribute positively to society and address important issues.
This perspective challenges designers to think beyond aesthetics and consider the broader implications of their work. How can design be used to educate, inform, and inspire positive change? This mindset elevates design from a purely commercial pursuit to a potential force for good in the world.
The Creative Journey
One of the most fascinating aspects of Millman's interviews is the insight they provide into the creative journeys of successful artists, designers, and thinkers. These stories reveal that there is no single path to success in creative fields. Instead, each individual's journey is unique, often marked by unexpected twists, setbacks, and moments of serendipity.
Persistence and Resilience
A common thread among many of the interviewees is the importance of persistence in the face of rejection and failure. Seth Godin, a best-selling author and influential entrepreneur, shares that early in his career, he faced nearly 900 rejection letters and was on the brink of bankruptcy. What kept him going was what he calls "generous persistence" - the ability to separate his ideas from his self-worth and to view his offerings as valuable to others, rather than as favors he was asking for.
This mindset allowed Godin to keep pushing forward despite repeated setbacks. It's a powerful reminder that success in creative fields often comes not to the most talented, but to those who are willing to keep showing up and putting their work out into the world, even when faced with rejection.
Embracing Fear
Fear is a constant companion for many creative professionals. The fear of failure, of criticism, of not being good enough - these can all be paralyzing if left unchecked. However, many of Millman's interviewees have found ways to work with their fear rather than being held back by it.
Godin suggests that we need to learn to "dance with fear" rather than trying to eliminate it. This means acknowledging fear when it arises, understanding that it's a natural part of the creative process, and finding ways to move forward despite its presence. By getting closer to our fears at a younger age and learning to recognize and work with them, we can prevent fear from becoming a roadblock to our creative ambitions.
Continuous Learning
Another key theme that emerges from these conversations is the importance of lifelong learning. Even those at the top of their fields emphasize that they are constantly seeking to learn and grow.
Photographer Albert Watson, known for his iconic images in magazines like GQ and Rolling Stone, shares that it took him about 14 years of constant effort before he felt he had truly mastered his craft. Even now, approaching his 80th birthday, Watson remains eager to try new things and continue learning.
This commitment to ongoing growth and development is a hallmark of truly creative individuals. They understand that creativity is not a fixed trait, but a skill that can be continuously honed and expanded throughout one's life.
Truth-Telling Through Art
Many of the creative professionals Millman interviews see their work as a way to speak truth to power and contribute to positive social change. These "truth-tellers" use their artistic skills to shed light on important issues and challenge prevailing narratives.
Art as Social Commentary
Illustrator Edel Rodriguez, who came to America as a Cuban refugee at age nine, has gained recognition for his powerful political illustrations. His covers for magazines like Time and Der Spiegel, featuring stylized depictions of Donald Trump, have sparked both praise and controversy.
Rodriguez's work demonstrates how art can be a potent form of social and political commentary. His illustration of Trump beheading the Statue of Liberty, for instance, was a response to the administration's efforts to ban Muslims from entering the US. Through his art, Rodriguez raises questions about American values and the treatment of immigrants and refugees.
Empathy in Storytelling
Graphic novelist Chris Ware emphasizes the importance of empathy in his work. For Ware, the goal is to help readers understand and feel for characters who may be very different from themselves. This extends beyond human characters - in his book "Building Stories," even the apartment building where the story takes place is treated as a character worthy of empathy.
Ware's approach highlights how creative work can foster understanding and connection between people. By encouraging readers to empathize with a wide range of characters and experiences, artists like Ware can help break down barriers and promote a more compassionate worldview.
The Creative Process
Millman's conversations offer fascinating insights into how different creative professionals approach their work. While each individual has their own unique process, some common themes emerge.
Structure and Limitations
Contrary to the popular image of the artist working without constraints, many creative professionals find that structure and limitations can actually enhance their creativity. Musician Nico Muhly, for example, draws inspiration from church music, which operates within a specific structure and doesn't draw attention to itself. This allows him to be "weird and stylized" within a familiar framework.
Designer Michael Bierut echoes this sentiment, stating that one of the worst assignments you can get is "do whatever you want." He needs parameters and limitations to spark his creativity. This counterintuitive idea - that constraints can foster creativity - is a valuable insight for anyone engaged in creative work.
Balancing Vision and Practicality
Many of the interviewees discuss the challenge of balancing their creative vision with practical considerations. Designer Cey Adams, who created iconic album covers for artists like Public Enemy and the Beastie Boys, emphasizes that his goal is always to make the musicians or the product shine, rather than drawing attention to himself as the designer.
This approach highlights an important aspect of professional creative work - the need to serve the project or client while still maintaining one's artistic integrity. It's about finding ways to express creativity within the constraints of a brief or a brand identity.
Overcoming Creative Blocks
Writer's block and creative dry spells are common challenges for many artists and designers. Playwright Michael R. Jackson shares a helpful technique for overcoming these obstacles when writing stories. He boils it down to a simple formula: a story is about a character who wants something, faces obstacles, and either achieves, abandons, or fails to get what they want.
This kind of structured approach to creativity can be a lifeline when inspiration runs dry. By breaking down the creative process into manageable steps or questions, artists can find ways to push through blocks and continue making progress on their work.
Navigating the Art World
For many creative professionals, finding their place in the art world can be a challenging process. Millman's interviews reveal different approaches to this challenge, from embracing the establishment to forging one's own path.
Balancing Commercialism and Artistic Integrity
Street artist Shepard Fairey discusses the delicate balance he strikes between commercial work and maintaining his artistic integrity. Known for his iconic "HOPE" poster of Barack Obama, Fairey has also done work for major brands like Coca-Cola. He approaches each project on its own merits, considering whether he can stand behind the idea 100 percent.
Fairey's approach demonstrates that it's possible to engage with commercial work while still staying true to one's artistic values. It's about making thoughtful choices and being willing to turn down projects that don't align with your principles.
Embracing Doubt and Insecurity
Interestingly, many successful creative professionals admit to experiencing significant self-doubt. Designer and illustrator Maira Kalman, known for her whimsical and insightful books, describes constantly feeling that her work is "terrible" and being "constantly tormented" by doubt.
However, Kalman sees this insecurity as part of the creative process. She believes that the tension between insecurity and fierce drive is where creativity comes from, generating a "frantic excitement" that produces great work. This perspective offers a comforting counterpoint to the myth of the supremely confident artist, suggesting that doubt and creativity often go hand in hand.
The Impact of Technology
While not a central focus of the book, the impact of technology on creative fields is a recurring theme in many of Millman's conversations. The digital revolution has transformed how many artists and designers work, opening up new possibilities while also presenting new challenges.
New Tools and Platforms
Many interviewees discuss how digital tools have changed their creative process. For photographers like Albert Watson, the shift from film to digital photography has opened up new possibilities for experimentation and post-production work. For designers, software tools have made it easier to iterate quickly and explore different ideas.
At the same time, the internet and social media have created new platforms for artists to share their work and connect with audiences. Brandon Stanton, the creator of Humans of New York, built a massive following by sharing his portraits and stories on social media platforms. This direct connection with audiences has allowed many artists to bypass traditional gatekeepers and find success on their own terms.
Challenges of the Digital Age
However, the digital age also presents challenges for creative professionals. The constant connectivity and information overload of the internet can be distracting and overwhelming. Many interviewees stress the importance of finding ways to disconnect and create space for deep, focused work.
There's also the challenge of standing out in an increasingly crowded digital landscape. With so much content being created and shared online, it can be difficult for artists and designers to get their work noticed. This has led many creative professionals to focus on developing a unique voice and perspective that can cut through the noise.
The Role of Education in Creativity
Education plays a crucial role in shaping creative professionals, and many of Millman's interviewees reflect on their own educational experiences and their views on teaching creativity.
Formal vs. Self-Directed Learning
While many of the creative professionals interviewed have formal education in their fields, others are largely self-taught. Seth Godin, for example, emphasizes the importance of self-directed learning and taking initiative to develop one's skills.
On the other hand, designers like Michael Bierut speak positively about their formal design education, which provided them with a strong foundation in design principles and history. This suggests that there's no one-size-fits-all approach to creative education - what matters is a commitment to continuous learning, whether through formal channels or self-directed exploration.
Teaching Creativity
Several interviewees who teach or mentor young creatives share their perspectives on how creativity can be nurtured. Many emphasize the importance of encouraging experimentation and risk-taking, rather than focusing solely on technical skills.
Graphic novelist Lynda Barry, who teaches creative writing, stresses the importance of helping students reconnect with the natural creativity they had as children. She believes that many people lose touch with their creative abilities as they grow older, and that education should focus on rekindling that innate creative spark.
The Future of Design and Creativity
As Millman's conversations span several years, they offer a glimpse into how perspectives on design and creativity have evolved over time. Many interviewees share their thoughts on the future of their fields and the role of creativity in society.
Adapting to Change
A common theme is the need for creative professionals to be adaptable and open to change. As technology continues to evolve and new mediums emerge, artists and designers need to be willing to learn new skills and explore new ways of working.
David Byrne, musician and former frontman of Talking Heads, exemplifies this adaptability. Throughout his career, he has embraced new technologies and mediums, from music videos in the early days of MTV to interactive art installations in recent years.
Creativity as a Problem-Solving Tool
Many interviewees emphasize the growing recognition of creativity as a valuable skill in all areas of life, not just in traditionally "creative" fields. They see a future where creative thinking is increasingly valued as a problem-solving tool in business, science, and other domains.
This perspective challenges the notion of creativity as something reserved for artists and designers. Instead, it suggests that creative skills - like the ability to think laterally, make unexpected connections, and imagine new possibilities - will be increasingly important in a rapidly changing world.
Conclusion: The Enduring Importance of Design
Through her conversations with a diverse array of creative professionals, Debbie Millman makes a compelling case for why design matters. Design, in its broadest sense, is about how we shape the world around us. It's about communication, problem-solving, and creating experiences that resonate with people.
The insights shared by Millman's interviewees reveal that design is far more than just making things look pretty. It's a powerful tool for social change, a way of thinking that can be applied to all areas of life, and a means of connecting with others on a deep, emotional level.
Moreover, the creative journey itself - with all its challenges, doubts, and moments of breakthrough - offers valuable lessons that extend far beyond the world of design. The persistence, adaptability, and willingness to take risks demonstrated by these creative professionals are qualities that can benefit anyone, regardless of their field.
As we look to the future, the skills and mindsets cultivated by designers and other creative professionals will only become more important. In a world of rapid change and complex challenges, we need creative thinkers who can imagine new possibilities, communicate powerful ideas, and bring innovative solutions to life.
"Why Design Matters" is not just a book about design - it's a celebration of creativity in all its forms. It reminds us of the power of human imagination and the impact that thoughtful, purposeful creation can have on the world. Whether you're a designer, an artist, or simply someone interested in how creative people think and work, this book offers a wealth of inspiration and insight.
In the end, design matters because it shapes our experiences, influences our choices, and has the potential to make the world a better place. By understanding and embracing the principles of good design - in our work, our communities, and our lives - we can all contribute to creating a more thoughtful, beautiful, and meaningful world.