Selling Design – an online reading list
TOMORROW, WHICH IS also my birthday, I begin teaching "Selling Design" to second-year students in the MFA Interaction Design program at School of Visual Arts, New York. Liz Danzico and Steve Heller created and direct the MFA program, and this is my second year teaching this class, whose curriculum I pull out of my little blue beanie.
In this class we explore collaboration and persuasion for interaction designers. Whether you work in a startup, studio, or traditional company; whether you design print, products, purely digital experiences, or any combination thereof; whether you're the sole proprietor, part of a tightly focused team, or a link in a long chain of connected professionals, it is only by collaborating skillfully with others—and persuading them tactfully and convincingly when points of view differ and yours is right—that you can hope to create designs that make a dent in the universe.
During this spring semester, we'll explore collaboration and persuasion from many points of view, and hear from (and interact with) many accomplished designers who will serve as special guest speakers. For our opening get-acquainted session, we'll focus on texts that explore the some of the most basic, traditional (and rarely taught) aspects of design professionalism from the worlds of web, interaction, and print design:
Demystifying Design
by Jeff Gothelf – A List Apart
Draw together
Show raw work (frequently)
Teach the discipline
Be transparent
Take credit for your wins
Design Criticism and the Creative Process
by Cassie McDaniel – A List Apart
Critique as collaborative tool
Presenting designs
What is good feedback?
Negotiate criticism
The designer as collaborator
Personality in Design
by Aarron Walter – A List Apart
Personality is the platform for emotion
A history of personality in design
Personas
Creating a design persona for your website [or other project]
Tapbots: Robot love
Caronmade: octopi, unicorns, and mustachios
Housing Works: a name with a face
The power of personality
Design Professionalism
by Andy Rutledge
You should read this entire brief book, but for now, sample these bits:
Distractions: Contests and Awards
Distractions: Pitches and Spec Work
Conclusion: A Gestalt
Do You Suck at Selling Your Ideas?
by Sam Harrison – HOW Magazine
Dyson is used as an example of a product that currently dominates the market, even though nobody initially believed in the inventor's idea. Lessons:
Tell a personal story
Create emotional experiences for decision makers
See what's behind rejections
How to sell your design effectively to the client
by Arfa Mirza, Smashing Magazine
Understand the nature of your client
Have a rationale for every part of your design
Show the best design options only
Defend your design, but don't become defensive
Solicit good feedback and benefit from it
Money: How to sell the value of design – an email conversation
by Jacob Cass – Just Creative
Narrative of standing up to new-client pressure to do something against the designer's self-interest, or which devalues design. Story told here is about money but it could be about any designer/client conflict in which the designer needs to gently educate the client. (Some designer/client conflicts require the client to educate the designer, but that's another matter.)
How to choose a logo designer
by Jacob Cass – Just Creative
Basic article outlines ten background materials any designer (not just logo designers) should prepare to encourage confidence on the client's part:
Experience
Positive testimonials
A thorough design process
Awards won/published work
A strong portfolio
Price
Design affiliations
Great customer service
Business Professionalism
Appropriate questions
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