The Futur

So much wisdom from the world’s most influential graphic designer, and first female principal at Pentagram. Remarkably candid conversation that every designer needs to hear. Advice from a graphic design legend.

We're at Adobe Max and Chris interviews the legendary Paula Scher!

00:45 - Do you have any questions from your talk that were unanswered?
01:08 - How do you get someone else to do something out of their comfort zone?
02:30 - Longevity and consistency has helped Paula be more persuasive.
02:50 - If the fee is higher, the client tends to listen more - why price plays a role in perception.
03:45 - How to present a project and set the stage for your design to be viewed.
04:15 - Building a reputation is important, how do you do it?
05:36 - What pro-bono projects were the most impactful for you?
8:07 - Why is free work important?
9:00 - The responsibility and expectations of designers
9:40 - Have you worked on projects where things went bad?
10:33 - How do you get out of the creative funk and stir creativity.
11:50 - How do you handle attachment with your work and negative feedback?
14:30 - How can we have greater success with client changes?
17:25 - When you design, pretend like you have to shop for the client. Figure out what they need. Use examples.
19:59 - Where do you think the client conflict about mis-aligned designs comes from?
22:06 - What was it like to be part of the “Abstract” design series on Netflix.
24:05 - The anatomy and diagram of a meeting
25:48 - Is your life different after your Netflix appearance?
26:50 - How do you deal with adversity your business and in the market?
30:34 - What motivates you?


Partial Awards List:
Art Directors Club Hall of Fame
Chrysler Award for Innovation in Design
AIGA Medal 2001
National Design Award (Cooper Hewitt Smithsonian)
SVA Masters Series Awards
Print Regional Design Annual

Pentagram
https://www.pentagram.com

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Futur Podcast on iTunes: 🎙
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Host– Chris Do
Cinematography– Aaron Szekely, Mark Contreras
Live Editor– Erica Pead
Editor– Stewart Schuster, Mark Contreras, Aaron Szekely
Futur Theme Music – Adam Sanborne http://www.adamsanborne.com
Typefaces: Futura, Din, Helvetica Neue 
Futur theme song— Adam Sanborne

Graphic Design Legend & Pioneer Paula Scher

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