Dialogue Through Design

GOOD DESIGN IS GOOD CITIZENSHIP
When Milton Glaser was illustrating Dante's Purgatory, he become interested in the "Road to Hell" and developed a little questionnaire to see where he stood in terms of his own willingness to lie. Beginning with fairly minor misdemeanors, the following twelve steps increase to some major indiscretions.

1. Designing a package to look bigger on the shelf.

2. Designing an ad for a slow, boring film to make it seem like a light-hearted comedy.

3. Designing a crest for a new vineyard to suggest that it has been in business for a long time.

4. Designing a jacket for a book whose sexual content you find personally repellent.

5. Designing a medal using steel from the World Trade Center to be sold as a profit-making souvenir of September 11.

6. Designing an advertising campaign for a company with a history of known discrimination in minority hiring.

7. Designing a package for children whose contents you know are low in nutrition value and high in sugar content.

8. Designing a line of T-shirts for a manufacturer that employs child labor.

9. Designing a promotion for a diet product that you know doesn't work.

10. Designing an ad for a political candidate whose policies you believe would be harmful to the general public.

11. Designing a brochure for an SUV that turned over frequently in emergency conditions and was known to have killed 150 people.

12. Designing an ad for a product whose frequent use could result in the user's death.

(excerpt from Steven Heller on DT&G Interviews)

If you enjoyed this, you might like his Ten Things I Have Learned essay.