Do Good Design: How Design Can Change Our World [Paperback]

 

 

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Throughout human history, the most important inventions and innovations would have remained in the minds of those who devised them in concept had each not had been formalized with a design for production and reproduction. (In this instance, I am reminded of Thomas Edison's observation, "Vision without execution is hallucination.") As I began to read David Berman's book, I incorrectly assumed that he would be sharing in it his thoughts about various types of design (i.e. Graphic, industrial, and interior) and what the aesthetics and applications of each are...or at least should be. However, I soon realized that his book is a manifesto. (Note: I just checked and Amazon offers 85,307 books in the "manifesto" category.) Berman calls upon his readers to join him and others in a mission, a crusade, to improve the quality of human life by changing mindsets and values. "I believe that the future of our world is now our common design project as stewards of precious resources" and nothing less than the survival of the human race is at stake. This transformation must occur not only in industries and countries but indeed throughout the planet Earth.

That is why he asks his readers to re-evaluate what they think and believe, what they do, and what they plan to do with the remainder of their lives, given the fact that design "can help to repair (or destroy) our civilization [because] design is at the core of the world's largest challenges...and solutions. Designers create so much of the world that we live in, the things we consume, and the expectations we seek to fulfill. They shape what we see, what we use, and [key point] what we waste. Designers have enormous power to influence how we engage our world, and how we envision our future. How much power I intend to shock you." Berman did not shock me but he did stimulate some thinking about issues I have generally ignored or neglected. Specifically, those associated with a number of his core thoughts (Page 2). For example, "Designers can be a model for other professionals for identifying one's sphere of influence, and then embrace the responsibility that accompanies that power to repair the world." Designers are engaged and rewarded to complete assigned tasks. Berman wants those who retain them (i.e. other professionals) to make certain that these tasks disarm rather than strengthen various "weapons of mass deception" used (abused?) most evident in advertising and PR campaigns.

In Chapters 1-7, Berman explains how to disarm them. Then he offers a "design solution) in Chapters 8-11, followed by "The Do Good Pledge" (Chapter 12), and then four appendices that include the "First Things First manifesto. (Note: I just checked and Amazon offers 85,307 books in the "manifesto" category.) For me, one of Berman's most important insights is that the very same "weapons" (e.g. brand advertising) now used to achieve and then sustain mass deception can also be used to educate, inspire, guide, promote, and intensify the repair efforts that are urgently needed. As Berman notes (Page 39), "rather than sharing our cycles of style, consumption, and chemical addictions, designers can use their professional power, persuasive skills, and wisdom to help distribute ideas that the world really needs." David Berman and his book are a case in point. However, those who read this eloquent and insightful book should keep in mind what Marshall McLuhan asserted years ago: "There are no passengers on Spaceship Earth. We are all crew."

Here's a book for anyone who has struggled over whether to accept a job whose product or message offers little or less to making this a better world. It will reinforce your determination to do the right thing -- whether to steer the client right or turn the job down. How encouraging to see the momentum that is building within the professional design world. Thank you David, and all those who are changing outdated conventions.

Just finished your book. I must admit to being both shocked and stimulated by its content. The depth of research is exhaustive. The facts are incredibly scary. The entire document is extremely well-crafted. Your information is important and insightful. It transcends your profession and is applicable to any industry. Your passion about this topic speaks volumes. I found myself inspired by your words, again and again.

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5.0 out of 5 stars Designers love to make things, it's time to make change.
David B. Berman has been demonstrating inspired design leadership for nearly three decades and this book is no exception. Read more

Published on Jan 1 2009 by Mark Busse

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