Problem solved : a primer in design and communication

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)