Problem Solved: A Primer in Design and Communication

Description

For decades designers and advertisers have had to interpret design briefs, produce new solutions to familiar problems and continually work to keep their clients' brands fresh and in the public consciousness. This book explores the theme of 'problem solving' in design and communication, from reviving the identity of tired brands to dealing creatively and sensitively with propaganda. Each chapter deals with a specific problem and concludes with a case study to illustrate a particular solution in greater detail. With hundreds of examples from a huge range of international agencies and designers, both contemporary and classic, this book presents an informative, comprehensive and lively discussion of communications and advertising in the twentieth and twenty-first centuries. Advertising is one of the biggest industries worldwide and is a field devoted to continuous innovation and reinvention. The author presents an intelligent and informative discussion, with many illustrated examples, of the problems faced by designers and advertisers when presented with a client's brief. Problems discussed include producing innovative work while avoiding repetition, standing out in the market place, r

Michael Johnson is creative director of design consultancy Johnson Banks, which was voted most creative consultancy in Britain in 1999. He is Chairman of Education for British Design and Art Direction (D&AD), external graphics assessor for the Glasgow School of Art and lectures regularly on design theory and practice. Michael also writes for design and marketing journals such as Creative Review and Campaign, judges design competitions all over the world and is art-directing a book and exhibition project to celebrate 40 years of D&AD.

"'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 (now grafik)"