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Problem-solving remains the central tenet of most
creative professionals' lives, but very few books have
been devoted to the process. Until now.
This book examines the role of problem-solving
in design and communication, exploring the ways
creatives interpret their clients' brief, propose
new ideas to familiar problems, rework established
brands and reinvent existing products.
It identifies the eighteen generic problems
common to all areas of communication then refers
to a huge cross-section of different solutions, with
over 1,000 images of over 600 separate projects.
It takes international examples of design and
advertising, branding and identity, writing and art
direction, from throughout the twentieth century
to today, illustrating success, as well as failure.
Every chapter concludes with a case study
that looks at one individual or agency's particular
solutions in greater detail.
In an environment of increasingly sophisticated
consumers, sceptical of traditional marketing
messages, where identifying the right problem to
solve is almost as important as the solution itself,
this book provides essential reading for students,
professionals and interested observers in all areas
of the design and communication industries.
`In these days of graphics gurus and superstar admen,
Michael Johnson provides a welcome reminder that the
lifeblood of design and advertising remains solving
someone else's communications problem, and doing
so elegantly and effectively ... An entertaining and
thorough primer which should find favour with
students and established practitioners alike.'
Creative Review
`For once we have a graphics book that isn't just a parade
of stunning imagery - impressive though its visual
content is. A challenging theory underpins each
wittily-titled chapter, promoting brave and contentious
ideas. It also pushes the importance of words in
communication - a rare treat from a serious
graphics tome.'
Design Week
`A magnificent book ... an eclectic selection of
examples ... a book that would be of interest to
both the seasoned practitioner and the lay reader.'
Campaign
`Very very nice idea, and well executed too.'
Steven Heller, The New York Times
`A real tour de force. It covers an amazing amount of
projects (and problems) and Johnson tackles them in
an unpretentious and erudite way.'
Graphics International (grafik)
