Why Designers Should Be the Smartest People on the Planet

There is one phrase that all of the youth I have mentored over the years have heard me say at some point: readers are leaders. 

I don’t know where I got this phrase from but I practice it and still believe it. 

As the digital revolution continues to advance, many mistakenly believe that people will stop reading books. Many also believe that reading on a screen is the same as reading a book. Check out this article to see why it is not the same. But learning will never go out of style. We exercise 4 important areas while reading print books: focus, memory, analytical skills and Theory of Mind. These are critical for the graphic designer that, for example, seeks to create and maintain complex visual and brand identity systems for businesses and organizations. 

So, what specifically does reading print books do?

Improves Focus: Reading encourages intense focus because of the tactile experience and details on the page. Absorbing every letter, word and punctuation in a story helps provide a fuller meaning. For some, seeing how the ink rests on the paper is a subtle nuance just as the feel of it. Has anyone noticed the difference in how paper feels?. Graphic designers should practice this attention to detail during a project that includes the research phase. This is also a reminder that print is a sensory experience and as a result, graphic designers should have empathy for those viewing our work. Pentagram designer Michael Beirut says never trust a designer that doesn’t like reading. He explains:

A designer who doesn’t read will have no sympathy for the reader and the author. The telltale signs are all too common: illegible, teeny, tiny fonts, annoying decorative flourishes, confusing information hierarchy, embarrassing typos, or costly gaffes that can cause a PR nightmare for their client.

His point makes sense. In design school, I remember when we seem to be racing to see who could make their words the smallest and still legible in our projects. LOL When the professors complained, we simply viewed them as…well….old. Improved focus helps manage the nuances and complexities that comes with designing print projects..

Improves Memory: Recalling details in a story is paramount. But what is more important is remembering them in chronological order. This is how we recognize plots, character motives, POVs, narrative structures, foreshadowing, etc. that come together to form a memorable story. The memory stays sharp when it can drill down to discover minute details yet is still elastic enough to see the larger story arc. A designer will need this to recall large and small details at various phases of a project. It is basically like seeing an acorn on the ground yet not losing sight of all the trees around you. Keeping excellent files also assists the memory. I always review my notes before I meet with a client. It is easy to trust a designer when it is clear that they have done their homework on your industry and can communicate that to you. 

Improves Analytical Skills: Reading as a discipline improves our perceptive abilities. As a story progresses and one becomes familiar with the narrative structure, anomalies and patterns stand out. For example, good fictional writers are able to add subtle twists that only an astute reader will catch. (Sometimes the anomaly is simply a typo.) Designers practice this using their visual eye (perceptive) and cognitive skills (analytical) as we develop logos. It is also used to develop brand positioning, strategy, tone, etc. for a client’s brand. We continue to master this skill which looks like a super power to others.

Theory of Mind (ToM): This is a theory characterized by recognizing mental states in yourself and others and how they affect behavior. This would include thoughts, perceptions, desires, intentions, etc. It is similar to the ‘soft skills’ concept. Since the mind is not directly observable, this is only a theory. But we can observe behavior to understand ourselves and others. Along with asking the usual potential client questions, I use this approach to discern the temperature in the room and if I am a good fit for the project. It also helps me to stay in tune with present clients…because they will not always tell you when they plan to detour. ToM is good for negotiating a contract as well.

The bottomline is that not all designers want to do work at this level. But I am here to tell you, this is where businesses and organizations are moving and they are willing to pay good money for it. So, designers should read if they want to be relevant in the future. Remember, we do not want to be relevant in just graphic design, we want to be viewed as an asset in other disciplines. If we cannot be the smartest person on the planet, we should at least try to be the smartest person in the room. LOL

When done well, thought leaders are born and this is why I believe that readers are leaders. This approach has also given me the ability to move across some design disciplines.

I go to the library every two weeks and take out 3-4 books. Here is my confession: I rarely finish them but I read the parts that increase my knowledge.  This is a left-over practice from when I was teaching college courses.

I read history, philosophy, art criticism, theology, psychology, business and social science books (popular and textbooks). I also read articles by conservative, moderate and progressive journalists. The only fiction I read are my stock of Calvin and Hobbes books . Lol

Of course, one can take the celebrity route and become known for your personality instead of your skills. But be honest. How long does that last?

So, what do you read?