(Ray)
Job:02-09215 Title:RP-Field Guide:How to be a Graphic Design
#175 Dtp:119 Page:150
132-151_09215.qxp 2/3/09 5:59 PM Page 150
150 field guide: how to be a graphic designer
(Ray) Text
“2. Mistaking the design process as a
personal expression or art. Designing
is a process, not an outcome. (A verb,
not a noun.) Designers need to think
of themselves as instigators, opera-
tors, and facilitators rather than
embalmers of ideas.
“The greatest act a designer can do is
to help others ‘see’ the problem or
opportunity. Where they often get
mixed up is thinking that design is a
personal act, an artistic expression of
the issue. In nonfunctional cases, like
a literary book cover, this is basically
true. Chip Kidd can be as self-indul-
gent as Knopf will allow. But ...