Chapter nine. Staying motivated

Design inspiration is a bit of a cliché. I’m asked time and again where I find the inspiration to do my job, or how I stay inspired, but what we do, as designers, doesn’t need inspiration in the true sense of the word. The ability to successfully complete project after project comes from study, practice, and experience, as well as following a clearly defined set of steps—steps we’ve looked at in the preceeding chapters.

However, motivation, not inspiration, can sometimes be an issue. You’d be naive to think that your motivation won’t wane at some point during a long career in design. A seemingly never-ending project; overly harsh criticism from your peers; the discovery that, after weeks of work, your favorite design idea has already been created by someone else for a different company; or simply being stuck at your computer for hours on end every day—all or any one of these factors can suck the motivation out of you.

This chapter provides a range of motivational tips—some from me, and some from other designers—on how to keep your spirits up and the creativity flowing during tough projects.

Our profession is constantly evolving, so to stay in the game you need to evolve, too. To get a sense of where it’s headed, you need to look at where it’s been. There’s an incredible amount we can learn from iconic designers who came before us: people like Paul Rand (IBM, Westinghouse, ABC), Saul Bass (Continental Airlines, AT&T, Quaker) and Tom Geismar (Mobil, Chase, National Geographic). Those who have worked through a lifetime of design have amassed an incredible amount of experience, and I never tire of listening to their stories and anecdotes.

New York-based Ivan Chermayeff stays motivated because every client is different, each with their own customers. “What we do is learn about our clients and understand where their future lies before we start work,” said Ivan. “Then we design and enjoy the process of problem-solving enormously. We don’t pay tuition; we get paid instead. It’s not repetitive; it’s never boring.”

My peers are one of my biggest sources of motivation. There are few things in design that push me to improve more than seeing and reflecting upon the identity work of others. I’ve learned that the most talented designers are those who have an interest in the broadest range of topics. I’ve already mentioned that you need to keep actively learning about the world, our history, and how we live our lives. Curiosity is a trait associated with all brilliant designers.

I asked Belfast-based designer Richard Weston of design blog Ace Jet 170 what keeps him motivated. His answer very much supports this notion of always learning.

“The thing I always come back to is, ‘Never think you know enough.’ A thirst for knowledge and experience fuels my work and, to be honest, makes my working life a whole lot easier,” said Richard.

“I’ve always had to deliver ideas and design work of a very high standard but, invariably, within a tight time frame and with an equally tight budget. I thrive under that kind of pressure but can only cope with it because I’ve made a point of learning and collecting loads of stuff. And it just keeps going. There’s always something relevant and new to learn; whether it’s about the disciplines we work within or the world at large. It’s one of the main reasons why this is such a bloody brilliant job.”

Don’t underestimate the value you bring to your clients.

“Although this is no longer the case, our business used to be made up of people who could draw,” said designer Gerard Huerta. “This is how ideas were related to those who could not visualize. When you are stuck, walk away from the computer and draw. It will teach you how to see.”

When you’re fighting the urge to conceptualize design ideas at the computer, remember that design has been with us a lot longer than monitors and keyboards. Not just any design either, but design of a caliber to match or better what we can produce today.

So shut your computer down for at least the initial stages of a project. Think things through. Grab that pen and pad you carry and start making notes and sketching ideas.

“This allows me to listen and collaborate with my clients more effectively. I also remind myself to go outside—the graphics are amazing.”

“Motivation comes from the relentless desire to get back to that briefest pause on the mountaintop. It’s as simple and as hard as that.”

Stefan Sagmeister gives his life some balance by closing his New York studio every seven years in order to take a year-long sabbatical. It’s his way of interspersing his life with the retirement years he’s due, except he’s younger and more mobile, and can use his travel experiences when it comes to future design projects.

“Becoming a good designer is, in my mind, directly related to one’s curiosity and willingness to work,” said Eric. “If you keep asking questions and deliberately practicing your craft, you get better. It’s that simple. So when it feels difficult and you want to scream, grab a pencil and a big blank sheet of paper, and just start drawing. With each iteration you’re closer.”

“But for the most part, this is where the real challenge of graphic design lies: finding common ground between you and your client in order to solve a visual problem.

“Remember that there are dozens of ways of visually solving any given problem, and most of them are equally valid.

“If the client has reservations about the size or color of something, try another 12 sizes or colors,” said Armin. “If the client doesn’t like what you showed her, try another dozen options. It doesn’t mean you have to show her all of them, but at the very least, do it for yourself. You owe it not just to your client, but to yourself. Explore.”

It’s worth adding that your deadlines must be realistic, so always account for unexpected delays. Otherwise, you’ll put yourself under unnecessary stress.

Blair went on to say, “We take time to think about projects completely away from our desks. Our best ideas often arrive when the mind is allowed to roam free. Sometimes walking away from something and coming back to it fresh is the best remedy. We also create the circumstances for ‘happy accidents’ to occur. Random collisions of people and thoughts that lead to a surprising place.”

One of my favorite authors is Edward de Bono, regarded by many as a leader in the field of creative thinking. “Creative thinking is a skill,” said de Bono. “It’s not just a matter of individual talent. It’s not just a matter of sitting by the river and playing Baroque music and hoping you get inspired. That’s very weak stuff.”

Just as you can learn how to speak another language, so too can you learn how to be creative. The aim of thinking laterally is to consider possibilities that are outside your normal train of thought.

How do you do this? I find that sketching each and every idea that pops into my head, and then studying the sketches with the design brief in hand, allows me to produce more sketches that wouldn’t have otherwise come to mind. Turn your design ideas upside down. Look at them from distance. Ask some-one to share some thoughts about your sketches. The more creative your ideas, the happier your client becomes, and the more satisfied you’ll be with the results.

“To stay motivated, you need to look at every encounter with a client as an opportunity to improve the skills they didn’t teach you in school: how to communicate with people. As you get better at interacting with your clients, you’ll find that fewer and fewer of your designs get ruined and your great ideas aren’t being left on the cutting room floor.”

“If something isn’t working for you, find out why,” said Maggie. “Maybe you are in a learning curve and need further development before you can dovetail with it. Maybe it just really isn’t a fit and you need to move on. Always explore and discover. If you feel a quickening in your blood, it’s the first indication you’re on the right path. I don’t take projects that don’t spark me. Plain and simple.”

Simon Manchipp of London-based SomeOne agrees: “Work on things that interest you with people you like. It’s a very underwhelming statement, but is an overwhelming one when it isn’t the case. We really like to work on brands that are ‘making it’ rather than brands that have ‘made it’—it’s an entirely different experience. Do good work. Have fun. Make enough money to keep doing the first two.”

How does this motivate me? I want the same for my daughter, and by pushing myself to become a better designer, I can attract more rewarding projects (both financially and emotionally), and help secure a stable future.

Never take financial security for granted, and step back once in a while to look at everything that’s positive in your life.

That’s motivation.