The wisdom of one of the world´s best-known designers, Milton Glaser, kickstarts our DMA Partners series, ‘Three lessons from…’ which takes a look at what we can all learn from some of design & communications’ most influential individuals.
The creative who never stops creating
Milton Glaser (1929), is a graphic designer, illustrator, and co-founder of Pushpin Studio. Even if you don’t know the man, you will have definitely seen his work. From the ‘I ♥ NY’ slogan to Fortune 500 and Esquire covers, Milton Glaser´s portfolio serves as inspiration for all of us.
Three lessons from Milton Glaser
1) – Use beauty to grab the viewer’s attention-
Glaser remarks: “Beauty is a mechanism to move us towards attentiveness…You realise we all have a genetic capacity and need to experience beauty.” We all love beauty, so next time you´re about to finish a project it´s worth asking yourself – is it as beautiful as it can be?
2) –It´s important to like your client-
“All the work I have done that was meaningful and significant came out of an affectionate relationship with a client”, Glaser writes. Our best work is often for those we like best. Find people you truly like and work for them.
3) -Every good work needs an element of puzzle-
Think of some of the greatest artists that have ever lived… Picasso, Dali, Duchamp. Their work is seldom immediately understood and yet millions are fascinated. We love a puzzle and as Glaser states “the reason for using a puzzle is that things that are said directly and obviously are very often ignored.”
If you´re interested in knowing more about Milton Glaser, here are some interesting resources:
Milton Glaser on conveying information through puzzles: https://www.forbes.com/2005/10/19/glaser-milton-design-branding-comm05-cx_lr_1024glaser.html#4c8417b17c42
Milton Glaser: 10 things I have learned:
https://www.miltonglaser.com/files/Essays-10things-8400.pdf
Milton Glaser Big Think interview:
https://www.youtube.com/watch?v=UV9pdtgXuvM
Milton Glaser´s portfolio:
https://www.miltonglaser.com/the-work/
And for a great documentary, Milton Glaser: To inform and delight: https://www.youtube.com/watch?v=jZ1YHqgZzGQ
And please let us know your thoughts: toby.carpenter@dma-partners.com