How to be a Graphic Designer Without Losing Your Soul

Lucas Nelson

University of Kansas Professor Branham March 5, 2014

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A novel by Adrian Shaughnessy, How to be a Graphic Designer Without Losing Your Soul offers a survey of basic knowledge for any designer. Shaughnessy has had significant real world experience with founding the UK based design company Intro, he currently writes in London and speaks about design across the world. His experience with both design and writing come forward in this book through his clear writing style and relevant information. Organized by a wide variety of subjects, the book moves from basic design concerns of time management, presentation and other basic communication skills to more unexpected topics such as running a studio or how to hire for success. The book progresses to how and what a designer should look for when searching for a job. Shaughnessy goes in depth for what a first time interviewee should expect and what the typical formalities the designer needs to know. A part of the book also focuses on how to start working as a freelance designer and what to expect with clients, work, and business or finance work. The book as a whole focuses on desirable qualities for an employee and the most important values a designer should have; someone who is agreeable, flexible and empathetic. With all of these concepts and rules discussed, the book offers a solid foundation for a designer to work and gain success without overworking him or herself unnecessarily. The book explains a wide variety of topics, all relevant to a modernday design profession; the chapter discussing the creative process has the most relevance to a student designer. It discusses the logistics for developing a successful project through the creative briefs and what kind of guidelines both the client and designer should look for. The chapter also touches upon the concept of originality; Shaughnessy reports that the designer should strive for originality, but in order to reach that point, he or she must look

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back at past artists, movements and design schools to understand how to apply and recycle an idea or visual tool. Originality challenges the designer to try breaking the mold and using visual tools in a unique and engaging manner. This idea should manifest itself in every designer that strives for success; following trends helps neither the client nor the designer. From this concept of originality, Shaughnessy examines how the digital age has affected the design process. He asserts that with digital and instant feedback, design has shifted from visual thinking to visual regurgitation. Design no longer expresses refinement, but instead reveals a spattering of uninspired images and marks. From this, the designer must learn to move from randomness lack of planning in process towards a defined path approaching the final design. This section appeals to student designers because what he or she learns now, regarding originality and creative process, sticks with him or her throughout his or her career. The student designer should try to understand the creative process, the importance of a creative brief and understanding the concept of originality if he or she hopes to have success in any field of design. Shaughnessy examines a broad spectrum of relevant topics in this book, each of them equally important for a designer to understand and experience. He guides the reader through the topics with tactful writing that incites a curiosity and encourages the reader to search for more information on the subjects. The topics provide new information for the professional designers and offer a survey for young designers not having experience with the professional world yet. The topics relate to design ranging from the creative process and the importance of creative briefs to how designers should conduct business with a client, run a studio, network with other designers or get hired. This book provides clear insightful guidance to a multitude of concerns and ultimately aids the designer in

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maintaining his or her sanity, conviction and ethical convictions in the professional world. Shughnessys writing not only applies to graphic designers, but functions for any individual in a creative field, the title could easily change to How to be a Designer Without Losing Your Soul and still maintain its integrity. Shaughnessy hits the nail on the head with this book and any self-respecting creative should consider this book when looking for reading material. The only criticism this book merits comes from its lack of detail with the importance of research in the creative process. Shaughnessy discusses the necessity of a good creative brief, however he hardly touches upon the need for a designer to understand completely the need for outside research. A designer not only needs to be well briefed with the clients needs, but he or she must understand why the client needs it, what factors appeal to the audience, how can there solution function both with the client and the consumer. Ultimately Shaughnessy works to provide the designer with a total understanding of the business side of design while other books go in depth with research, but hearing his perspective on research may have provided an interesting perspective in the book. In How to be a Designer Without Losing Your Soul Adrian Shaughnessy presents a large amount of information in an effective and engaging way for the reader.