Legendary graphic designer Michael Bierut, Pentagram partner and protégé of design legend Massimo Vignelli, lets the world into his creative process in his new monograph How to Use Graphic Design to Sell Things. A particularly interesting element is his “method actor” approach to graphic design, as he tells FastCoDesign:
Someone says you want to do the signs for the New York Times?… To do the work properly, I have to talk to editors, I have to sit in on the page-one meeting where they decide how page one is going to be laid out…
If you just have a request for proposal where the client says we need X, Y, and Z, that really just gives you the shopping list… It’s sort of like saying, I need a pair of pants and a shirt. But then, where are you going to wear it, how much are you going to spend? I’ll stand you in front of a mirror and you have to feel like you’re the kind of person who can wear those clothes.
So going to all those meetings, if all I cared about were typefaces or colors, I’d be sitting, fidgeting, thinking, “Why am I here? This is boring.” Instead, I was thinking “I can’t believe I’m here, I can’t believe that without ever taking a journalism class I’m actually sitting with the top editors at the New York Times and I’ll know before any other civilian does what’s going to be the story that appears in the first column on the left of tomorrow’s paper.” I had that momentary thrill.
Wrapping yourself up in the topic of your work so that you’re truly invested doesn’t just translate into more effective and impactful work. It also keeps you more fulfilled and motivated as an artist. Because the method actor approach to acting isn’t just about inhabiting the character fully so that you never lift the veil to reveal your true self until after the project is completed. Ultimately, method acting is about just being, as opposed to putting something on or performing. And if you can get to that place in your work when you’re not feigning interest or curiosity, but truly “feeling it,” that’s where the art lies.
Edited for the DI, seen on 99u