Designers often hear the following statement: “This is a simple job for someone who knows what they are doing.” Ah, if only it were so.
I’m not going to focus on the first part of the sentence (“This is a simple job…”) because none of us really understand someone else’s job. We can’t, because we’re not doing it. I want to talk about the second part of the sentence (“…someone who knows what they are doing.”). Who would think that an entire career could be summarized in just seven words?
This video perfectly contrasts the difference between “doing” and “knowing.”
You just saw 10 correct decisions that made a world of difference. Decisions about what to do, and what not to do. What you didn’t see is all the experience behind each decision and the research behind the whole. How did this designer come to think of these alternative ways to design the cover? He worked on thousands of projects, engaged in tens of thousands of conversations, and possibly hundreds of thousands of revisions (both seen and unseen by the client) over a lifetime of work. This is knowledge that can’t be delivered with a software program, and it’s the real power behind this “simple” cover.
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