4 Design Tips From Milton Glaser
Milton Glaser is a graphic design legend. From “I ♥ New York” to Bob Dylan’s greatest hits, he’s been drawing up some of the world’s most iconic design work since the 1950s.
Here at Red Square Design, he’s one of our favourite creatives. And we recently featured a documentary based on his career (Milton Glaser: To Inform & Delight)in our list of top documentaries for designers to watch.
But that wasn’t enough. So for a little more Milton Glaser, we decided to compile 4 of his excellent design tips, adapted from a 2018 interview he gave for Creative Boom. Enjoy!
Embrace creative blocks
“When you are blocked, you know you have something to do. And also it is not a permanent condition. A block basically leads you elsewhere and very frequently that is precisely what is needed.” — Milton Glaser
Some designers fear creative blocks more than anything else. But, according to Glaser, they’re to be embraced, not resisted. And the more openly you embrace them, the more you allow yourself to work through the blocks instead of against them.
Approaching our work in this way helps us to overcome blocks and barriers, and can ultimately lead us to new creative ground.
Don’t chase originality
“I always wanted the work I did to reflect some aspect of myself, but always knew that it would take some time to find that aspect. At any rate, I have never been conscious that originality was my primary aim. What I really cared about was effectiveness.” — Milton Glaser
Here Glaser alludes to an attitude of “practicality over sentimentality”. He seems to be advocating an approach that does away with the endless striving for originality. Note, however, that for him originality is still an aim, it’s just not a “primary aim”. So he’s still conscious of it.
The suggestion here is that perhaps functionality, effectiveness, and utility should be prioritised above the elusive and indefinable task of searching for originality (at least when it comes to professional work).
Don’t worry about whether people will like it or not
“It is very difficult to understand the dimensions of human preference. Why do you like vanilla better than chocolate? Obviously an individual choice. But works become iconic when they become popular and the reasons for popularity are always complex and peculiar.” — Milton Glaser
If there’s something we’re all guilty of from time to time, it’s caring too much about what others think of our work. What’s interesting about Glaser’s perspective, however, is that it points us towards a rarely acknowledged truth: that preferences change, and ultimately there is no magic formula for success.
And if anyone can talk with any authority on this subject, surely it’s the man behind “I ♥ New York”? In fact, when asked about that particular piece of work, Glaser said, “I certainly had no idea of its universal application and it is a profound mystery to me.”
So then, if we can’t pin down what people will like, or how much they’ll like it, surely it’s best just to forget about the whole thing? Rather than worrying over it, why not just get on with it and make the work anyway?
Don’t overthink things
“I just start working. I find that once you are on the path it leads you to many solutions. Not all solutions are extraordinary, but at least there is a methodology.” — Milton Glaser
Every creative is familiar with the old empty screen scenario. Staring vacantly at a blank canvas, slowly seething and growing increasingly frustrated with a seeming inability to come up with anything. This sort of block is only exacerbated by our tendency to overthink what we’re doing.
Often we get caught up in striving for perfection. We want to ensure that everything has been thought through, every idea fully ripened, before we set pen to paper. But this can set us up to be overly self-critical, and ultimately deepens our fear of failure.
Glaser combats this mindset by, simply enough, working. His approach encourages us to put our heads down and just do the work without thinking too much about it. By letting it develop organically, it may seem to take a little longer, and it may produce more “failures” along the way, but in the end it will lead us to interesting and productive places.
Words from the wise
For more great advice from some of the most creative minds of modern times, why not take a look at these 3 design tips from the legendary Chip Kidd, or these 6 advertising lesson from advertising pioneer David Ogilvy.