Do Design: Why beauty is key to everything

by Alan Moore

‘An excellent guide to the essence of beauty — the freedom to create it and an argument for its power and importance to the soul.’ Tim Smit, The Eden Project


So much passes us by, unnoticed. We multi-task, switch between screens, work faster. When was the last time you paused to consider a beautifully made object or stunning natural landscape? Yet this is when our spirits lift, our soul is restored.


Designer Alan Moore invites us to rethink not only what we produce – whether it’s a website, a handmade chair, or a business – but how and why. With examples including Pixar, Apple, Yeo Valley and Blitz Motorcycles, we are encouraged to ask: Is it useful and considered. Is it a thing of beauty?


Do Design will inspire you to:

• Improve your creative process

• Raise the quality and craft of your work

• Consider the experience as much as the product

• Adopt simplicity, utility and honesty as guiding principles



We are creative beings. We love to make things. This book will inspire you to create better things for better reasons. Things that people will love – for a long time to come. Some say beauty is a luxury. But what if it is key to creating a better world for us all?


Alan Moore has designed and created everything from books to businesses. He has a unique grasp on the forces that are reshaping our world and how to creatively respond to them. Working on six continents, Alan has shared his knowledge in the form of board and advisory positions at companies such as Hewlett Packard, Microsoft and Coca Cola, workshops and speaking as well as teaching in institutions as wide ranging as MIT and Reading University’s Typography Department, Sloan School of Management and INSEAD. He is the author of four books on creativity, marketing and business transformation including No Straight Lines: Making sense of our nonlinear world (2011). He still works as an artist. He tries everyday to lead a life as beautifully as he possibly can.

Genres: Design, Nonfiction, Art, Business, Art Design, Architecture, Self Help

93 pages, Kindle Edition

Published April 28, 2016

Reviews

[Beth · Rating 2 out of 5]

1.5 reluctantly rounded up.

Alan Moore is wrong. Function is the key to design, not beauty. I do not need my kitchen knives, whisks or wooden spoons to be beautiful; I need them to cut, whisk and stir. A bicycle chain is not beautiful and that’s fine as long as it clicks onto its sprockets and turns the wheels as I pedal. I may design a beautiful garment but first the wearer must be able to get in and out of it and be able to breath and move in it.

Any designer who makes beauty their top priority is better suited to the decorative arts than to the world of design. William Morris understood this completely with his dictum: ‘Have nothing in your home that is not useful or beautiful’. Beauty in design is secondary and often unintentional, such as the undeniable grace of Shaker furniture or Japanese carpentry.

But even setting all this aside, this book does not describe the design process in any meaningful way nor would it, I think, inspire anyone slumped in a creative trough. I get the impression that Moore is rather satisfied with his own cleverness but really the book just offers the kind of soundbite cod-philosophy that washes through social media every day.

There are no big secrets to the creative process. ‘Technique comes first!’ - Vivienne Westwood. The more technical strings to your bow the greater the creative possibilities. If you are a fashion designer, you must know how to cut cloth and use fastenings. If you are an engineer, you must know how components work and how materials behave. If you are a writer, you must know the rules of grammar so that breaking them is a decision and not a mistake; you must know different ways of writing dialogue and how to keep a well-stocked stash of vocabulary. All this before beauty.

Like all worthwhile acts, creative work needs application and courage - especially when things aren’t going well - and a willingness to risk the odd pratfall. But mostly it is a matter of parking your backside on a chair at your desk or workbench and getting on with it. Creative momentum is strangely self-sustaining; it is starting that is hard, like those first wobbly pushes on the pedals of that bike and then you’re off. No cod-philosophy required.

[Tara · Rating 2 out of 5]

I'm sure I agreed with the general ideas presented here but something about the generalised sweeping statements didn't quite wash with me... and I left the book in another continent so now can't even go back and look at the details of why. I'd probably still pick it up again when I next go to my parents' house though! Oh and of the people referenced (designers, writers, thinkers et al.) only two were female and I believe one was a statue and the other was a mythological character (or something along those lines) so... yeah.

[Andrew · Rating 4 out of 5]

A short book filled with inspiration.

I think most reviews on this book missed the point. The beauty in design Alan first brings up is Shaker: which is that of utility, simplicity and honesty. Utility is one key element the author constantly brings up.

“We can use design to work on behalf of the human spirit.”

“If you cannot describe a new destination you cannot get there.”

“Commitment gives you freedom.”

[Texturas · Rating 5 out of 5]

Un libro que desprende belleza por todas partes, muy inspirador.
El formato es pequeño y es corto, pero cada página está llena de sabiduría que nos invita a concebir la creación y el diseño desde lo bello, sin perder de vista cómo lo hacemos ni porqué.

Aspectos profundos e importantes narrados de manera directa y sin ningún exceso de adorno, sino brevemente y con claridad.
La búsqueda de la verdad, la curiosidad, los materiales, el tiempo...
Muy recomendable para artistas, diseñadores, emprendedores... en definitiva, para creadores. Es decir: para todos.

[Carman Chew · Rating 2 out of 5]

Hmm, idk, maybe I'm just not this book's audience. Just felt like a very pompous book that lends from a lot of capitalist ideology. But ok at least it threads through both objects and the systems that create it.

[Dan HdezSa · Rating 2 out of 5]

Tiene un par de pensamientos interesantes, sin embargo, todas sus referencias y citas son de hombres. Cuestionable que alguien que hable sobre la importancia de procurar lo bello y lo útil en la vida esté tan falto del panorama extendido.

[Nat · Rating 5 out of 5]

“Work should be enjoyable and should uplift your spirits!

We can design with optimism to uplift our humanity and our planet.”

[Benjamin · Rating 4 out of 5]

I liked this book because it was, well, exactly what I wanted. A short little book built with care and thought that you could feel in its material. In that way the book is true to itself, it becomes physical proof of the ideals contained within. I happened upon this book at just the right time to appreciate it and I am really glad I picked it up.

[Amy Stevens · Rating 4 out of 5]

Really thought provoking book about the intricacy’s of design my favourite section was ‘be curious about the world’ using material to feed our imaginations and being fascinated by the everyday that is truly very me!
‘We don’t think beauty- we feel it, we sense it, we know it’ (pg 43)

[inere · Rating 3 out of 5]

lo de la función sobre la forma está muy bien pero el valor estético sigue siendo un elemento importante a considerar y me presta leer a diseñadores que lo reivindiquen!

[z · Rating 4 out of 5]

3.5 rounded up to 4
So I purchased this book as a blind buy as I sifted through Amazon. I bought it simply because the cover looked pretty and didn't plan on actually reading it. However, I did read it so here goes nothing:
The author starts with a utilitarian approach to beauty and explains how purpose drives design, something which other reviewers seem to conveniently miss. He puts together small essays as well as stories of successful artists and businesses in order to contrive reasons as to why beauty is the key to everything.
The premise is good and the author has a strikingly reassuring writing style but everything inside is slightly haphazard. He has neatly arranged these aphorisms into subheadings yet a lot of the content is similar in most places, if not the same and just reiterated. On occasion, the author uses excessive verbiage and one is forced to reread just to make sure they are reading a book about design and not about business with terms like 'truth’ and 'beauty' thrown in just to please the publisher. I also didn't care for some pieces but forced myself to power through even though they felt really rushed and unnecessary.

Some interesting quotes:

"It is commitment that gives you freedom."

"To have a hungry heart and mind determines what we create."

"The cynic dismisses the existence of Utopia, preferring surety of mediocrity, and worse."

[Henrique Iamarino · Rating 3 out of 5]

Creating something beautiful can work as a powerful antidote in a world filled with chaos and uncertainty. “Do Design” delves into a (somewhat utopian) concept: that the act of creation can bring positivity and direction to the world. By infusing it with optimism and purpose, we creators can make it a better place.

Some interesting topics discussed are Beauty for Humans and by Humans, Beauty in Science, Technology as a provider of Beauty, and Creativity as related to Stillness.

To conclude, I found some concepts to be oversimplified due to my skeptical nature. However, it may just be a matter of design level, and someone starting in a creative role may find much more valuable insights.

[Vladislava Dukhovnaya · Rating 5 out of 5]

Extremely relevant for me! It was beautiful revelation.

[Juan Crusoe · Rating 2 out of 5]

Lectura muy ligera. Seguramente soy demasiado cínico para disfrutar de esto.

[Katya Bediukh · Rating 3 out of 5]

треба передивитись свій підхід у виборі книжок для читання :)

[valdi · Rating 2 out of 5]

2.5/75

[Daria · Rating 3 out of 5]

Light weight reading.

[Marc Buckley · Rating 5 out of 5]

Alan shows you in this book how you can find beauty in everything and rethink not only what we produce but how and why. I really loved this book.

I had a beautiful conversation with Alan on my podcast Inside Ideas where we talk about this and his other books. You can find episode 91 here: https://www.youtube.com/watch?v=K4ETV...

or via the links below:
https://www.innovatorsmag.com/how-bus...
https://www.innovatorsmag.com/inside-...
https://medium.com/inside-ideas/alan-...

[Catalina Jimenez G · Rating 5 out of 5]

This book contains theories and philosophies that should guide everyone through whatever path they choose. Every sentence is necessary and makes you feel something. Beauty really is key to everything, and Moore not only uses relatable examples all throughout, but he also provides more resources in the end for us to dig further. It is clear he practices what he preaches. This is the kind of book you would revisit more that twice for a creativity boost or a life lesson reminder.

[Scott Riley · Rating 3 out of 5]

In parts erudite commentary on the soul of design and craftsmanship, in others obtuse, self-serving and self-congratulating. The main thing to dislike however is just how gosh darn *male* the whole thing is. Every 'visionary' deserving of a mention, who has seen the world and the beauty in its secrets is, apparently, an old dude who made a chair or went to space.

[Jake Dugard · Rating 3 out of 5]

I was hoping for more (no pun intended).

The positivity of Alan Moore is encouraging, hopeful, and inspiring. I want to make beautiful things!

But I found it to be a string of platitudes that would serve better as a Twitter thread than a book.

[Jakub · Rating 3 out of 5]

Nothing special, motivational book that shows that design and beauty is everywhere - In Coca-Cola or whatever it will be called company that is creating a product.

[Sean Connolly · Rating 2 out of 5]

For the novice.

[Mark Clackum · Rating 2 out of 5]

The entire theme of the book uses the word beauty but never means beauty but rather refers to utility or ergonomics. The book overstates its case with many true, but obvious points.

[Paulisbored · Rating 2 out of 5]

A peculiar mess of book. Lots of interesting points let down by sweeping statements and the lack of focus. I’ve read lots of the “Do” books but this is comfortably the worst.

[Alex Calver · Rating 3 out of 5]

2.5 ⭐️

[Liza · Rating 1 out of 5]

Audacious lack of substance

Dissapointing to the highest degree. I expected way more from a book by a designer that has worked on six continents consulting HP, Microsoft and Coca Cola.
If you didn't like Rubin's "The Creative Act: A Way of Being" or Wiest's "101 Essays That Will Change the Way You Think", you won't like this book either.
I understand the writer Alan Moore is dyslexic, which might explain the unpolished and staccato writing style, but it doesn’t justify the audacious lack of substance.
This book would've seriously benefitted from a collaboration with another writer to live up to it's premise: to explain why beauty is the key to everything. In the current state there is neither the explanation of what "beauty" actually is, or "everything" or "key".
The writing is devided not only in chapers, but in super short sections where the ideas and references are crammed, resembling more a diary entry or a X thread than a discussion. It feels highly fragmented, even if some ideas are sporadically picked up in later chapters.
One is expected to know what serenpidity is, why a mathematical formula can be beautiful, why design elevates and what fixed orthodoxies Galileo, Charles Darwin and Steve Jobs have been rubbing up against. The stories are not developed enough for an average reader, meaning not educated in at least some kind of design, to understand what he's trying to say.
The section headings are way too big for the content. I would expect something that is called "The roots of design" (the word "roots" sounding like a deep dive into history) to have a significantly higher amount of paragraphs than the two that are offered.
The design of the book itself is pleasing to the eye, but it missed the opportunity to show pictures by for example the mentioned photographer Sebastiao Salgado or of Shaker furniture and explain what makes it beautiful in detail, therefore giving the reader a formal language. Instead, he puts the thinking onto the reader by encouraging to "consider, how do we learn to see that which currently does not exist to us".
Moore mentions he loves to build a "pattern language" of how a company works, but doesn’t show any thought process.
In the appedix, there are suddenly some more detailed stories, which begs the question why it all comes so late.

Conclusion: Too much telling, too little showing.
I geniunely don't know who would benefit from this book.

[Rehmat · Rating 3 out of 5]

Design is everywhere. There’s design in the planning of our cities, in the way our institutions are organized, in the architecture of our living spaces, and in every object we use just taken for granted. There’s even design in how we structure our own lives.

Design emanates from creative imagination, Moore says, adding that take novelist William Gibson, who coined the word "cyberspace" back in the 1980s. He’s credited with formulating a vision of virtual reality and hyper-connection long before the internet became ubiquitous. Thus, science-fiction lays cultural foundation of creative design.

The author emphasizes there is nothing bad to learn from others and surrender to inspiration from other successful people. Take inspiration from the bestseller novelist, Mary Wesley. She didn’t publish a book until she was 70 years old, but still managed to become one of Britain’s most successful novelists writing ten best-sellers in the last two decades of her life. She would never have succeeded had she believed it was not possible to begin a new career at her age. Thus, every thing is possible and turn it possible with your iron will.

It should be guiding philosophy for human to create and spread beauty in the world through design either producing products or something other tangibles. That means dedicating yourself to your work with the spirit of a craftsman and designing objects with the users’ experience in mind.

You can improve the creative process by practicing techniques that help you to be susceptible to inspiration, and by learning to express your vision for a product’s future. You can also improve the design of your businesses by learning from other successful businesses, by promoting openness and collaboration in the workplace. Besides, cultivate your skill of 'seeing the wider picture'.

[Camila Ferraro · Rating 4 out of 5]

Do Design: Why Beauty Is Key to Everything by Alan Moore is a compact and poetic exploration of how beauty can elevate life and work. Moore’s message is simple yet profound: beauty—whether in design, business, or daily tasks—is not a luxury but a vital component of meaningful creation. I agree with that and it was beautiful to see it written.
He emphasizes craftsmanship, harmony, and simplicity, offering reflections that resonate across creative and professional fields.
The book has in itself great aesthetics, blending timeless design principles with personal anecdotes. It has an accessible language and inspiring tone, and it can provoke thoughts.
However, the book has its limitations. While its brevity makes it approachable, it often sacrifices depth, leaving some ideas underdeveloped. Designers seeking practical insights or concrete examples may find it too abstract, and general readers might find Moore’s broad definition of beauty risks oversimplification. Also, its universal tone may not resonate with those working outside creative fields or with differing interpretations of what constitutes "beauty." So is not a complete or deep analysis of beauty, but it is a beautiful touch on the surface of it more focused on design.
For those looking to reconnect with the why behind their work or integrate beauty into their everyday life, this slim volume is a thought-provoking and worthwhile read.

[Fernanda Enríquez · Rating 3 out of 5]

Hace mucho que no leía este tipo de libros, me parece que estas voces en formatos pequeños que te dejan ver una idea/ hipótesis de la cuál están enamoradxs es muy gringa. No me disgusta, al contrario me gustaría que estos formatos estuvieran más presentes en otras geografías.

Algo que me gustó es que quita al diseño del diseño gráfico e industrial, me parece que lo posiciona más como al diseño de la vida a partir de las decisiones y convicciones y eso me gusta. En ese sentido me parece que la belleza que plantea va más allá de lo estético y tal vez está más cercano a lo armonioso, a que lo que se decida diseñar para una y para otrxs aporte al jardín plural, que sea auténtico y con-sentido.

Van algunos fragmentos que subrayé:

“It is commitment, Tashi says, that gives you freedom.”

“We often ignore the importance of language: its ability to uplift us, or to shape the way we see and therefore act in the world.”

“Does openness challenge your belief system? If so, why?”

“Start with really wanting to bring something good into the world.”

“Some things can take the time they need. Not the time you think they need.”

“Of course, we can never get to Utopia, we can’t achieve or create perfection. But that doesn’t mean we should not try.”

“If you are just doing things for profit, who are you serving?”