Marcus Baumgart
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Marcus Baumgart
And Why You Should
by Marcus Baumgart
In "How to Write About Design — and Why You Should," the author celebrates 25 years of published design writing by exploring the process of creating narratives that resonate with readers. He emphasises the importance of honesty and specificity in design writing, and the process of witnessing. By drawing parallels with other writing forms, the book reveals how to transform mundane project details into compelling stories that capture the essence of the human experience of design. Ultimately, the book champions the need for designers to find their unique voice, ensuring their work connects meaningfully in a world increasingly dominated by AI slop and digital distractions.
Designers need to write. They need to be able to describe their projects, processes, products and also their people and what they do in a way that is clear and compelling. But why?
Clarity of expression is directly related to clarity of ideas. And clarity of ideas - the 'value proposition' you provide, to use that rather dreadful phrase - leads to clarity for your customers and clients, giving them a clear reason to buy or continue to buy your services.
If you don't know what you do - clearly - you won't know how to sell its benefits, and yes - I know designers don't like using the word 'sell'. But in a naked, literal sense, designers are doing exactly that: selling their wares.
This book is about using writing as a design and a strategic tool, to achieve clarity, and improve the quality of the design work itself.
Marcus is a design director, writer and coach who (often) designs buildings.
Marcus has written about design, creativity, brands, graphics, interiors and architecture since 2001. To celebrate the passage of 25 years of design writing, he has written this little book. Across that quarter-century, Marcus has met many very clever people doing very clever things. He likes to write about them and what they do. This is his first book project.