Eric Karjaluoto - The Design Method: A Philosophy and Process for Functional Visual Communication

A Philosophy and Process for Functional Visual Communication

Eric Karjaluoto

THE DESIGN METHOD

A Philosophy and Process for Functional Visual Communication

Eric Karjaluoto

New Riders
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New Riders is an imprint of Peachpit, a division of Pearson Education.

Copyright 2014 Eric Karjaluoto

Acquisitions Editor: Nikki Echler McDonald
Production Editor: Becky Winter
Development Editor: Anne Marie Walker
Proofreader: Bethany Stough
Indexer: James Minkin
Design: smashLAB

Notice of Rights

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Notice of Liability

The information in this book is distributed on an As Is basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.

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Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or use of any trade name, is intended to convey endorsement or other affiliation with this book.

ISBN-13: 978-0-321-92884-9
ISBN-10: 0-321-92884-9

9 8 7 6 5 4 3 2 1

Printed and bound in the United States of America.

For Mom and Dadfrom whom I
learned practicality, order, and decency.

There are so many design books that are simply overblown portfolios. The Design Method presumes that designers know how to read and think. The book is dense, intelligent, and bravely opinionated. When designers are given nothing but frosting and pretty fluff, it is refreshing to see a book that challenges perceptions and informs us.

SEAN ADAMS, PARTNER, ADAMSMORIOKA

Full of useful advice on how to tackle a graphic design project from start to finish. An excellent addition to the library of any design student or self-employed designer.

DAVID AIREY, DESIGNER, AND AUTHOR OF LOGO DESIGN LOVE

This is a book that the design industry has needed for decades. It assumes that the designer wants to do effective work, which of itself is worthy of an entire book. In an era when design is being commoditizedeven by the industry itselfI welcome this book and hope it has a widespread influence.

DAVID C. BAKER, PRINCIPAL, RECOURSES, INC.

Clearly, Eric hates everything I stand for, but you should still buy his excellent book. No matter your motives and aspirations, he offers a strong, useful method that will make you a better designer.

STEFAN G. BUCHER, DESIGNER, ILLUSTRATOR, WRITER, 344 DESIGN

It seems the design world increasingly confuses fame for mastery. Erics book will hurtle you down the path of mastery, first. Apply this thinking everywhere and you might become famous, second. If you want to expertly navigate the exploding potential that design now holds, this is the best new guidebook I know.

BRIAN COLLINS, CHIEF CREATIVE OFFICER, COLLINS

Required reading for all students of design, Karjaluotos straight-talking Method aptly advances designers beyond artistic makers to constructive facilitators that make things happen.

ROBIN ALYSE DOYLE, MANAGING EDITOR, COMMUNICATION ARTS

As a successful designer and design commentator, Eric Karjaluoto combines his twin passions to great effect in The Design Method. By turns wise, witty, and opinionated, the book acts as a thoughtful and practical guide to doing effective brand, communication, and graphic design. While not all designers will embrace Karjaluotos method, all have something to learn from it.

PETER GIFFEN, EDITOR, APPLIED ARTS MAGAZINE

Everyone likes to complain about design, but almost no one is leading, teaching, and talking about how to do it better. Thanks, Eric, for giving us a book we can share with those that need itus!

SETH GODIN, AUTHOR OF THE ICARUS DECEPTION

Eric: I know you were only 10 years old at the time, but if youd published this in 1984 I might have avoided some of the lessons I had to learn the really, really hard way. This is solid thinking, clearly articulated. You done good!

DAVE MASON, PRINCIPAL / STRATEGY DIRECTOR, MULTIPLE INC.

Eric Karjaluoto doesnt think this book is for everyone, and boy is he wrong. This book is for every designer on the planet. The Design Method is proof positive that it is possible to make timeless, beautiful design that actually succeeds in the marketplace. If youve ever had your work rejected by a client (and who hasnt), this book is for you.

DEBBIE MILLMAN, PRESIDENT DESIGN, STERLING BRANDS

Eric Karjaluoto has a wonderful way of writing about design, which is engaging, conversational, and understandable. While this book is helpful for anyone interested in design, it is also a pleasure to read.

PAULA SCHER, PARTNER, PENTAGRAM

For the first eight years of my design career I learned from my mentor. For the next eight, I learned from my mistakes. The Design Method short circuits both with practical advice and proven wisdom. Karjaluotos casual style and personal perspective make for an engaging, non-nonsense read. There are times when youll want to put this book downbut only to make the changes it recommends.

CHRISTOPHER SIMMONS, PRINCIPAL / CREATIVE DIRECTOR, MINE

Designers often get confused with artists. Designers, however, are not paid to communicate their issues but to solve other peoples problems. We are professionals and we have clients. For them we visualize ideas, processes, messages, and products. Working within constraints means that we cannot wait for that moment of divine inspiration. It means employing methods to keep us on track by making our thought process transparent to our clients and our peers. When kids ask me for the three most important things to do, I tell them: 1) Learn; 2) Learn; 3) Learn. And in that order. Start by reading this book.

ERIK SPIEKERMANN, PARTNER, EDENSPIEKERMANN

Eric Karjaluotos book, The Design Method, is the essential handbook that should come with every career in design. This exceptionally practical reference, based on real world experiences in problem solving, will inform and enlighten everyone from beginning students to seasoned practitioners.

MYLES TANAKA, DEPARTMENT CHAIR, THE ART INSTITUTE OF NEW YORK CITY

Being a staunch believer that design is not about being artsy or a vehicle for self-expression and is, instead, an objective, rational, laborious process based on listening to a client and translating that into a tangible, accessible solution, I found