Some years ago, I was invited to write a paragraph about my favorite magazine designs. After drawing a total blank, I concluded that this came down to something I’ve been repeating for so long that it’s become a kind of mantra (or maybe a prayer): DESIGN IS A VERB NOT A NOUN. The question “What are your favorite magazine designs?,” though, is clearly based on the inverse premise. Rather than the ways in which things get made (ways of working, approaches, attitudes) the invitation asks for a list of things themselves (results, objects, products), and so it’s anathema to my way of conceiving design.
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