Always make your documents attractive, legible and easy to use regardless of whether they are printed or delivered electronically. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

In the world of super-modernity, a bus ticket can’t be just a bus ticket. It has to exhibit the branding of the bus company; it might carry an advertisement; and it will use sophisticated computerized tyopgraphy. It’s only… Read More

Much American graphic design works on the ‘shock and awe’ principle. It uses maximum firepower to sell the guilt-free joys of consumption. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

I’ve found that typography is a pretty reliable guide to a nation’s character. Typography in Tokyo is feverish and urgent; typography in rural France is languid and restrained; Dutch typography is intellectual and omnipresent. Graphic Design: A User’s… Read More

Semiotics is the study of signs and their meanings. Designers are natural semioticians – signs and their meaning are the designer’s stock and trade. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

Learning to deal with failure is an essential skill for all creative people. Everyone has work rejected. But good ideas are good ideas, and what one client rejects might find acceptance with another, so we should never see… Read More

How do we know which books to read? There are so many to choose from we couldn’t read them all – not to mention the blogs and magazines – even if we wanted to. One of the ways… Read More

Reading about design is as important as the act of desiging itself. And it’s not only design books that designers need to study; in fact, it’s unhealthy for them to only read design books. Graphic Design: A User’s… Read More

Learn as many technical skills as possible, but remember: it’s the brain that makes design, not software. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

We have to build up an internal reference system. We have to develop a new way of storing images, ideas and visual metaphors so that we can call on them when needed. Notebooks and sketch books are essential… Read More

Interrogating clients is an essential part of being a designer. If we don’t learn to ask questions, we run the risk of never getting to the heart of what good design can be. No question is ever too… Read More

In life, you will become known for doing what you do. That sounds obvious, but it’s profound. If you want to be known as someone who does a particular thing, then you must start doing that thing immediately…. Read More

There are dominant emotional and behavioral currents that run through society, and designers often have a knack of being able to read these cultural waves. Each generation has its own, and like a baton in a relay race,… Read More

Always finish with a conclusion. This must be short (no more than 100 words) and should be an at-a-glance overview of the proposal. It allows those who can’t be bothered to read your entire document to have it… Read More

Make sure your contact details are clearly visible. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

The key is to say one thing that’s different about your product (of genuine interest to the consumer), or be the first to say something that the competition could say, but has yet to realize it through its… Read More

Begin with a summary of your intentions – and keep this short and to the point. By telling the reader what your intentions are, you can often lead them to the conclusion you’d like them to reach. Graphic… Read More

The more money we earn, the more commercial we have to become. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

Clients have a habit of failing to explain the stuff that to them is grindingly obvious. They are quick to accuse designers of failing to understand their business, yet they often make the mistake of not explaining what… Read More

Consumers seem increasingly resistant to modern selling strategies. Cold-calling, most forms of direct mail, and the ubiquitous spam are imprecise, intrusive, wasteful, but, most of all, resented. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions