Problem-solving remains the central tenet of most

creative professionals' lives, but very few books have

been devoted to the process. Until now.

This book examines the role of problem-solving

in design and communication, exploring the ways

creatives interpret their clients' brief, propose

new ideas to familiar problems, rework established

brands and reinvent existing products.

It identifies the eighteen generic problems

common to all areas of communication then refers

to a huge cross-section of different solutions, with

over 1,000 images of over 600 separate projects.

It takes international examples of design and

advertising, branding and identity, writing and art

direction, from throughout the twentieth century

to today, illustrating success, as well as failure.

Every chapter concludes with a case study

that looks at one individual or agency's particular

solutions in greater detail.

In an environment of increasingly sophisticated

consumers, sceptical of traditional marketing

messages, where identifying the right problem to

solve is almost as important as the solution itself,

this book provides essential reading for students,

professionals and interested observers in all areas

of the design and communication industries.

`In these days of graphics gurus and superstar admen,

Michael Johnson provides a welcome reminder that the

lifeblood of design and advertising remains solving

someone else's communications problem, and doing

so elegantly and effectively ... An entertaining and

thorough primer which should find favour with

students and established practitioners alike.'

Creative Review

`For once we have a graphics book that isn't just a parade

of stunning imagery - impressive though its visual

content is. A challenging theory underpins each

wittily-titled chapter, promoting brave and contentious

ideas. It also pushes the importance of words in

communication - a rare treat from a serious

graphics tome.'

Design Week

`A magnificent book ... an eclectic selection of

examples ... a book that would be of interest to

both the seasoned practitioner and the lay reader.'

Campaign

`Very very nice idea, and well executed too.'

Steven Heller, The New York Times

`A real tour de force. It covers an amazing amount of

projects (and problems) and Johnson tackles them in

an unpretentious and erudite way.'

Graphics International (grafik)