Five Art and Design Books Every Creative Marketer Should Own

Part five of five.

By way of context, I studied graphic design when a 14pt Pica type-slide and cow gum were essential to the craft. I still use ‘lorum ipsum’ and the fleuron. Second-hand bookshops are one of my happy places. I have more ephemera related to graphic design, photography, painting, art history, perspective drawing, and the creative process than is probably healthy should the house catch fire. Some of these books are good, solid guides to creative practice, and some are reference books that have inspired me over the decades. All are worth the few quid you can find them for on eBay.

As a content marketer, it’s important to stay creative and inspired and to embrace the creative process. Humans are, for the most part, visual creatures. We need to understand the basic concepts of layout and emphasis in design and lead our prospects to that final point of action. The power of brand is undeniable. Just look at this blog; it sets a tone and visual standard that stresses the (possible irreverence of) the content. Often, even if we don’t have our hands on the design process directly, we will have to talk to infographic designers, illustrators, and other visual creatives, and we need to be able to speak the same language. An undervalued part of staying creative as a content marketer is surrounding ourselves with creative inspiration, and good design is inspiring.

 

And we’re away…

 

Steal Like an Artist by Austin Kleon

Almost a pamphlet at a mere 160 pages, this is brimming with frame-worth illustrations of refreshing takes on creativity, urging readers to embrace influence through study, remixing, and transformation rather than striving for pure originality. Kleon advocates for starting creative endeavors now, without waiting for a fully formed distinctiveness, and stresses the importance of doing work that resonates personally, even if it means emulating heroes or engaging in side projects for the sheer joyful shenanigans of it. This book champions kindness, routine, and the power of subtraction in navigating the overwhelming possibilities of the creative process, making it a guide for anyone looking to unlock their creative potential in a connected yet overwhelming world. It’s a lovely little thing to read and even more precious to give as a gift—but be careful with the spine, or it will explode on day one.

 

A Designer's Art by Paul Rand

Frankly, I’d watch Paul Rand paint a fence. Rand was a trailblazer in American graphic design, and left his mark with iconic logos for giants like IBM, UPS, and ABC. He pioneered the Swiss Style in the U.S., blending simplicity with functionality. Rand would be at the top of my ultimate TED talk wish list, but sadly, he passed away in 1996. This book, however, is essential reading and crosses all creative disciplines, including online, which was almost before his time.

This is a truly insightful look into the deeper aspects of graphic design, going beyond simple aesthetics to explore visual theory and design philosophy. This is the Tao Te Ching and Jonathan Livingston Seagull of design thinking. He examines the power of repetition, a principle that brings rhythm and memorability to art and to everyday life. It's a thoughtful read more suited to reflective moments than bedtime reading. Perfect for anyone fascinated by the intricate philosophies behind art and design and looking to understand better the nature of our relationship with our clients, the audience, and our art. While the book is a treasure and a joy to hold, and recently reprinted, a decent original is as rare as rocking horse do-do. It is, however, such a seminal classic that it’s available online as a PDF.

 

100 Ideas that Changed Graphic Design 

by Veronique Vienne and Steven Heller

This one’s a bit left-field and personal, but it’s been a source of great inspiration to me over the years. There is a difference between art and graphic design, and this book is a comprehensible window into a discipline that has changed perceptions, culture, iconography, and minds—indeed, a discipline that created and crafted social revolution and transformation.

This is a visually stunning journey through the milestones of graphic design and a treasure trove for anyone looking to improve their understanding of the visual arts. This book isn't just a read; it's an experience. With hundreds of concise vignettes showcasing the evolution of visual communication design, and each idea is graphically illustrated in a way that’s pleasing to the eye and suits the subject matter. While certainly not structured for cover-to-cover reading, it’s an ideal reference for creative stimulus and skimming. Still, its breadth of corporate art and design aesthetics makes it a worthwhile addition to any creative’s coffee table. It is a call to consider beauty and style in design as much as function and suitability, and a fresh lens on our visual world that I pull off the shelf for pleasure, often.

 

The Art of Creative Thinking by Rod Judkins

This isn't your typical how-to book; it's an animated feast to stir the creative appetite. Judkins, hailing from the much-acclaimed St. Martin's College of Art, serves up 90 short, thought-provoking chapters. He draws from a diverse well of historical and contemporary figures, the sort of approach I eat up like cheese and charcuterie, blending anecdotes and a smorgasbord of ideas to challenge “conventional” thinking.

 

This book isn't meant to be devoured in order, and one should dip in and out as one’s pallet demands. While some might crave more depth or diversity among the examples, it's a Harrods hamper for those seeking a taste of creativity in their daily lives. I’ve talked before about staying creative as a content marketer, and this is one of the places to which I turn when Calliope and Erato are “out at lunch with their sisters.” If I open any page, something will invariably stir me to think, create, and even contradict—because that's where true creativity begins. A must-have for under £5 on WoB.

 

Well, those should keep you occupied and give you something to think about. I hope you find them as useful as I have. Sorry about all the food metaphors in the last one; I’ve no idea where they came from. Low blood sugar? Anyway, please share your thoughts with me on Threads—a more friendly place where I’m invariably talking about my latest reads. Should I write more reviews from my bookshelf?

 

Books are brilliant. They smell nice, look nice, they’re tactile and are filled with wisdom and inspiration. Whether you beg, borrow, or bag a deal online, please jump in and enjoy the journey. Let the scent of pages fill you with joy. Let the wall of colorful spines bring you happiness. Revisit your favorites, and maybe (if you can part with them) pass them on to a friend. 

 

If you enjoyed finding these, you might also like:

• 5 Writing Books
• 5 Web Design Books
• 5 Film Production Books
• 5 Marketing and Psychology Books

If you’d prefer to read this as one big list, you can do so on LinkedIn. 

 

Sic erat scriptum, and Boomshanka.

Five Web Design Books Every Creative Marketer Should Own

Part three of five.

As content and creative markers, we need to be polymaths. A part of that is embracing, at least, a common knowledge of the disciplines surrounding us and our output. I worked directly on the web for a long time, creating eCommerce sites and SEO copy for an eclectic array of products and services, both in-house and in agency. Many of these books I’ve picked up on my travels and had recommended by folks I respect, from UX experts to web developers, and their words of wisdom have stood me in good stead.

 

Even if you’re just speaking with external web agencies, creating approachable content for search engines, want to create compelling web copy, or may be diligently posting thought-leadership to WordPress, we need to (at bare minmum) understand the basics of good web design theory. While you’re here, and to further broaden horizons, please also consider my thoughts on my favorite Graphic Design Books, Marketing Theory Books, Copywriting Books, and Film Production Books. Some of the books below will invariably cross into the realms of design and psychology, but that’s the nature of the web design beast.

 

Design is Storytelling by Ellen Lupton

Design goes beyond showing off our brand's traits, creating navigation, or displaying what we think our audience likes. It plays a huge role in people's feelings, guides their choices, and molds their view of what we offer. Is this strictly web design? I don’t care. A smart design can make a packet of biscuits seem tastier and healthier than it actually is, boost someone's focus, or even stir up anxiety—which applies to the web as much as it applies anywhere else. It's all about the impact our design has on the viewer. Lupton effortlessly breaks down complex theory into engaging, bite-sized lessons. She explores the psychology behind design through storytelling, offering insights for everyone, from filmmakers to web professionals. With principles given context, she illustrates these models in action, making it a must-read for anyone interested in the hidden power of design.

 

A web designer bookshelf indispensable for under £12, it includes the essentials of visual storytelling, the impact of color on emotions, and the intriguing principles of behavioral economics. It’s worth it for a clear definition of the "rule of threes," to which I thoroughly subscribe, a powerful storytelling and design principle she puts in cultural and historical context, from ancient myths to modern advertising. 

 

Laws of UX by Jon Yablonski

In 12 insightful chapters, Yablonski demystifies design laws and theories with clear examples from familiar digital interfaces like Facebook and Twitter [X]. This is a great read for designers who want to get a grasp on how users psychologically engage with digital platforms. 

 

Effective design should simplify user goals and enhance positive interactions, and it acknowledges that while complexity can't always be eliminated, it can be managed to make the user's journey smoother. With a light, approachable style, it’s a fantastic intro to UX principles and a convenient refresher on design theories. It's a quick, enriching read and a perfect guide for anyone looking to further their understanding of the user experience. 

 

I picked this up off a colleague's desk and inadvertently never returned it (sorry, Jon). It's not a cheap one, but if you take your time, you can find it for under £30 on eBay, and it should be a staple of any web agency library.

 

Web Designers Idea Book by Patrick McNeil

"Web Designer's Idea Book," available (used) on Amazon for under a fiver, is a visual feast and creative companion, packed with over 700 website designs sorted by themes like layout, color, and style. Cherry-picked from Mr. McNeil’s vast online catalog of examples, it’s the perfect tool for sparking ideas and being able to say, “No, I mean like this.” The designs are categorized for easy browsing and brainstorming sessions, and it’s a treasure trove when consulting with colleagues or clients. Grab this one when kicking off new projects; it’ll keep the inspiration flowing.

 

Don’t Make Me Think by Steve Krug

I’ve bought at least four copies of this book, in its various iterations and revisions, and given all of them away or lent them to the needy, never to be seen again. When I briefly lectured on web usability, it was on my required reading list (and still is). Not being able to find a copy on my shelves, at the time of writing, actually makes me a little anxious. 

 

Easily one of the best work-related books I've read, it's aimed at those looking for the core fundamentals of user experience design and content strategy. A clarion call for the path of least resistance in navigation and messaging, it’s chock full of indispensable wisdom. It’s a breezy read that practices what it preaches, and I find myself mulling on its principles with regularity, especially as the face of our web design best practices when talking to designers and our external web agency. 

 

Get the latest version; it’ll be worth it. And pick me up another copy while y’there.

 

Web Design Playground by Paul McFedries

The full title of this book is “Web Design Playground: HTML & CSS The Interactive Way,” but I didn’t want to put you off. Trust me, this is the perfect starting point if you're new to web design. It’s a surprisingly entertaining, interactive guide that takes us from the basics of HTML and CSS to the more advanced tricks of the trade. Through these pages, we get to play around with actual code, building our own web pages as we go, and there are questions after each chapter to check our progress and drive things home. Yours for under a fiver on World of Books. Do it.

If you have opinions, and I hope the suggestions above stimulate the creative juices, feel free to grab me for a chat and connect on Threads or LinkedIn. If you know of other web-related books I should have in my TBR pile, I’d love to hear about them. I can always put up more shelves.

Also in this series:

5 Writing Books

5 Film Production Books

5 Marketing and Psychology Books

5 Art and Design Books

4 Pieces of Advice for Starting out in Digital Marketing

My Dad gave me 4 pieces of advice when I was young. If you know my Dad you'd know he's a bit 'special', all be it in an awesome way. They were as follows:

• Never fall in love from behind.
• Don't set fire to yourself.
• Never play cards with a man who has the same first name as a city.
• Never drop a baby boy on his head...

I rest my case.

I was thinking about this the other day, having just narrowly avoided setting fire to myself, and I thought about applying this to what I do and wondered what 4 pieces of trite advice I'd give to younger folks setting out into the work in on-line marketing. I have no offspring of my own, which is a plus for humanity, so here we go:

“The more difficult something is, the more rewarding it is in the end.”

1) Go Back to Basics
The brand is the core of everything... 90% of the old pillars of marketing still work in the digital realm, though admittedly with a twist or two. Simple branding is the core of all businesses. B2B, B2C, big, small, whatever. Just because we work in digital doesn't mean this is something we can ignore. If you want the edge in what's now a growing and competitive area, you need a proper brand strategy (more than you need air).

Your brand is your promise to your customer, and your internal and external guidelines for communication. It's what sets you apart from the competition, and it's what tells your clients what they can expect from your and why they should trust you to provide the goods and services they need in exchange for their hard earned dollars.

Every damn thing you do comes from your brand strategy. Without it you can't even identify the key messages you'll be communicating about the product or service. Your voice, your distribution channels, what images you use, your motivations, where you concentrate your efforts, how you word your content, the lot. Frankly, you can't do an effective job without having a strong foundation to build on, and that means being comfortable with how we do the basics.

2) Remember you Know Jack, and Shit (and Jack left town).
Marketing is an agile process, or should be. Looking at the figures will give you insight.

Never presume you know how the target demographic will react. Make sure everything is measurable, and keep measuring it to see if it works. If it works, why? If it doesn't work, fiddle with it or scrap it.

Don't be afraid to make mistakes, but learn from them when you do. Get a bit nerdy about numbers, but don't let it stifle your creativity.

3) Be Bloody Amazing
Boring is, well, boring.

The best people I know (at what we do) have a drive to learn all the time. They are a little bit obsessed, at the exclusion of a lot of other things, about using what they know and about leaning more.

They are polymaths. They have a myriad of interests, skills, and obsessions. They suck up information like a Dyson does dust bunnies. They read industry blogs and feeds. They tweet, and listen to industry influencers. They write, and force themselves to learn as they do. They experience life by going to conferences and talking to other like-minded peeps. They travel, or go to the theatre, they go on courses or to conferences, or love cinema, or create in virtual worlds. They produce video, or audio, or write, or mentor. They seek the opinion of others and amalgamate ideas into something greater than the sum of it's parts.

Truly dynamic people, who stimulate debate, and action, and put IN to the Internet (we still spell that with a capital 'I', right?) have the ideas - and for many of us this doesn't come naturally. These are the people who are more than just consumers of other peoples data. They pro-actively contribute, and learn in the process. You have to work at it at first, but once you start the ball carries on rolling.

4) Get Sign-off From the Client
I've worked in agencies, or for organisations with multiple stakeholders, for most of my working life. I've learnt this one from my own folly and from watching the folly of others. I'm serious here.

Get them to sign the initial contract. The design doc. The brand messaging doc. The keyword research. The marketing plan. Every damn thing where a decision is involved that will impact the final result. Most importantly, get them to sign to say the work is finished (based on the original brief they signed to commit to a pre-defined conclusion). No surprises, for all parties.

If it's all signed off it doesn't come back and bite you in the ass, and also avoids feature creep. Remember: If it's signed-off, feature creep turns into up-sell.

Trust me on this last one. In fact, get it as a tattoo.

So there you go. I've been working with a few bright sparks from Agency Life at Manchester Uni. recently, who might find this amusing. Yes, it's all pretty obvious and pretty basic, but so was my dads original advice (which has always stood me in good stead).

Oh, and find a really bloody good accountant...