Notes from David B.Bermans book DO GOOD DESIGN

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Berman D.B. (2009) Do good design: How design can change the world. California: AIGA Design Press.

This is not going to make any sense to whomever reads it. This is just so I can get all the relevant information together, but I will expand on these notes.

  • Who wouldn’t agree with the conclusion that “our skills could be put to worthwhile use”? David Berman.
  • We alone decide how we work.
  • AIGA?
  • Milton Glazer?
  • Designers ethos.
  • Creativity can defeat habit.
  • Designers create so much of the world we live in, the thing we consume, and the expectations we seek to fulfil. They shape what we see, what we use, and what we waste. Design has enormous power to influence how we engage our world, and how we envision our future. p1
  • Designers have far more power than they realise: their creativity fuels the most efficient (and most destructive) tools of deception in human history. p2
  • The largest threat to humanity’s future just may be the overconsumption of more than necessary. We are caught up in an unsustainable freezy, spurred by rapid advances in the sophistication, psychology, speed, and reach of visual lies designed to convince us we “need” more stuff than we really do. p2
  • The same design that fuels mass overconsumption also holds the power to repair the world. p2
  • Responsibility
  • Don’t just do good design, do good.p2
  • David Suzuki, Canada’s most celebrated environmentalist. p21
  • The largest threat to our world today are rooted in overconsumption, spurred on by rapid advances in the psychology, speed, sophistication, and reach of communication technology. p22
  • Designers are at the core of the most efficient, most destructive pattern of deception in human history. p22
  • Americans renting over 1.8 billion square feet of storage space outside their home. p22/23
  • Overconsumption is the leading driver toward an environment shipwreck. p25
  • An Inconvenient Truth, Al Gore, 2006.
  • Each year, 95% percent of the 16,000 new American brands are actually extensions of existing ones. p25 “Measuring Brand Meaning,” by Peter Dacin, Edward Blair, Betsy Gebl and Gillian Oakenfull, Journal of Advertising Research, September/October 2000.
  • “It isn’t pollution that’s harming our environment: it’s the impurity in our air and water.” George W.Bush. p25
  • “Designers make the world;s most beautiful trash.” Scott Ewen, Émigré. p26
  • Herb Lubalion’s application of typography to socially just causes. p39
  • a site created as a starting point for designers seeking to commit to sustainable practice.
  • Vermont banned all billboards in 1968, in an effort to keep the Green Mountain State visible. Alaska, Maine an Hawaii have followed Vermont’s lead. p44
  • In 2007, São Paolo completely outlawed billboard advertising. p45
  • Vancouver’s kille Lasn launched Adbusters magainze in 1989.
  • “Logos have become the closest thing we have to an international language, recognized and understood in many more places than English.” Naomi Klein.
  • Globalisation.
  • To Paraphrase Steve Mann, The eye is the largest bandwidth pipe into the human brain, and graphic designers spend their days designing what does in. When you leverage such power in order to deceive people, then those cleverly crafted messages and images become lies, We have a responsibility to not exploit this power. p61
  • The most familiar approach taken by designers who want to help sell more stuff is the misleading manipulative coupling of sexy bodies with products. p73
  • The solution is to respect everyone. The solution is to use the power we have responsibly and sensitively. The solution is to imagine a society where the loudest, largest messages are those that not only promote healthy behaviours but also embrace metaphors that reinforce them as well. p83
  • INDEX’s global network for designers, businesses, organisations, and institutions collaborate in applying cutting-edge knowledge to the challenge of “Design to improve life.” Funded by the state of Denmark.
  • Transcendence of branding. p85
  • In the Canada province of Québec, and the countries of Sweden and Norway, television advertising aimed at children is prohibited by law. P90
  • In the U.S., 13% of schools allow fast-food chains to operate on their premises. p91
  • Eric Benson.
  • Greed for resources. Greed for power. More resources and power than any one person or family could ever really make use of. p98
  • Advertising and design change how youth behave and think. p98
  • Conspicuous?
  • Overconsumption is driving its destruction; overconsumption is fueled most powerfully by clever visual arguments to convince everyone to consume more and more. p99
  • Smoke and Mirrors…Mirrors and Smoke!!
  • Designers who dream up visual lies cannot hide behind the communications strategy document aimed at shortening children’s lives for profit, claiming they “were just following orders.” it’s not acceptable for designers.p110
  • A professional that fails to offer ethical solutions will correctly be accused of telling lies in order to succeed. p111
  • Brenda Sanderson, Manager director of Icograda. Icograda seeks “to advance the best interests of humanity and ecology, through design.”
  • lies in words are controlled with libel and fraud laws, while subtle visual lies are often not and so many creative liars can continue to operate with impurity. p121
  • Images provoke subconscious, visceral reactions. p121
  • I believe that as our society becomes increasingly visually literate, we will reject as abusive visual overloading designed to deceptively manipulate consumer choice. Until then, as long as professionals continue to engage in this systematic deceit, we drag down both our communities and our spirits. p124
  • Peter Simons
  • Good design is a strategic, sustainable, ethical response to a business problem. p125
  • Code of ethics
  • “Design creates culture, Culture shapes values, Values determine the future. Design is therefore responsible for the world our children will live in.” Robert L.Peters
  • I’ve argued strongly that sustaining our environment, so that future generations can meet their needs as easily as we can, is the largest challenge in designing a better civilisation. p129
  • Reflect your personality. as professionals, we should pick up each object and reflect on the choices it represents. p130
  • The printing industry is the third largest waste producer on Earth. P130
  • Sustainable design practice will rapidly become the standard. If you don’t learn this stuff, you are going to be left behind. p131
  • When giving a proposal, have a carbon neutral option. p132
  • Quadruple bottom line: people, planet, profit, cultural sustainability. p132
  • resources
  • Eight Top Tips for Buying Sustainable Design. p133
  • Ken Garland: First Things First manifesto (1964).
  • The main design disciplines – Icograda, IFI, and icsid. p137
  • AIGA
  • P137
  • Albert Ng.
  • Design is about strategy, not decoration. p140
  • Design Cares competition. p141
  • Inequality Matters poster, Tom Geismar.
  • EIDD – is dedicated to how design can improve life while leaving no one behind. p141
  • “Designer are culture agents” Max Bruinsma. p142
  • Second release of the First Things First manifesto (2000). p142
  • Read Cradle To Cradle (got it)
  • Adbusters.
  • Buy products that sell the truth.
  • Lead by example. Teach it. Live it. Share it.
  • Design your better future, then help us all design ours.
  • The Do Good Pledge. p146/147
  • Overconsumption.
  • Unbridled fulfilment of greed. p149
  • Social responsibility.
  • Icograda’s template.
  • Design Can Change pledge –
  • 1 – I will be true to my profession. 2 – I will be true to myself. 3 – I will spend at least 10% of my professional time helping repair the world. COMMIT.

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