Blink, By Malcolm Gladwell
by Adrian Hanft, (5 comments)
In a fraction of a second the human brain has the ability to execute extremely complex tasks. We do it all the time and rarely think about it. From everyday tasks to situations where life hangs in the balance, decisions are often made in a split second. How do we make these decisions, and what can we learn from understanding how this process works? That is what Malcolm Gladwell’s second book, Blink, The Power of Thinking Without Thinking is about. If we can understand how our brain works in those “blink” moments, perhaps we can learn to make the right decisions more often, and understand why other people act the way they do.
Gladwell’s talent is his ability to apply his research to complex real life examples. In a style that carries over from the brilliant The Tipping Point, Malcolm Gladwell’s search doesn’t simply rehash old studies or quote the experts. Gladwell takes us on a scenic journey that tackles some fascinating questions. For example: How can an art expert tell a fake from an original? What factors can change the results taste tests? Can successful marriages be predicted? How do you know if someone is lying? Why are wars fought the way they are? Why do the police make mistakes? Are you really as unbiased as you think? Can doctor’s do a better job of diagnosing their patients with less information?
Although this book won’t be found in the design section of the book store, there are several aspects of this book that can be applied to graphic design. Gladwell describes several people who can harness the power of rapid cognition. These people are experts who have spent their entire lives perfecting their craft. Whether as police officer, professional taste testers, or tennis coaches, these people have gained a high sensitivity to what goes on behind the scenes of their brain. They can easily translate the part of the mind that we might hear but can’t quite decode. They can look at the same thing as you and I and see vastly more than us. As graphic designers, we have a similar gift. The average person only sees a brochure. A graphic designer will judge the weight of the paper, recognize the number of inks used and perhaps the type of press it was printed on. He/she will appreciate the hierarchy of the page and understand the design elements. He/she might recognize stock photography, be able to name the font, and maybe even recognize the style of the brochure’s designer. We are experts. That doesn’t mean we are better than others, it just means that we have a higher sensitivity combined with a vocabulary that the average person doesn’t posses.
Another theme of the book is that less information is often better than more information. The part of the brain that is responsible for “blink” revelations doesn’t function very well when you are using the part of your brain that is trying to rationalize its way through a problem. That’s why the elusive insight comes to you in the shower in the morning, and not in the meeting with the client. That’s the reason why a committee will never be able to produce a quality logo. That’s why focus groups often do more harm than good. Most importantly, that’s why the work a graphic designer does is so valuable. I think most of us can think of times when we have been “in the zone.” Designs come together and everything just falls in place. It just hits us and we have a great logo. Is it intuition? Luck? Experience? Whatever it is, it happens in a blink. Malcolm Gladwell’s book will help you understand the power of that split second.
Comments (5)
Jason A Tselentis said:
I’m glad to see this book reviewed here, and appreciate the connections between its theme and graphic design. Did any of Gladwell’s anecdotes reference design墜靖n the print, fashion, or architectural sense? Or was marketing/advertising the closest kin?
Posted on March 12, 2005
Adrian said:
Gladwell’s gaze never focused on the fields print, fashion, or architecture specifically. That’s too bad, because I think it would have been fertile ground.
Posted on March 12, 2005
Bennett said:
You mention two divergent themes in this book. One is that we can make great decisions when we have years of experience and knowledge to help us become instinctive. The other is that we make great snap decisions when we don’t have all of the necessary information and experience. Does Malcolm come to any kind of conclusion as to what is better?
On a side note: Design Within Reach had a great review of this book in their latest e-newsletter. Apparently you aren’t the only one that sees the relationship between Blink and design. If you don’t subscribe to this newsletter already, I would highly recommend signing up for it. Learning about furniture design and whatever else interests the founder, Rob Forbes, is a weekly treat. It is a free education in aspects of design that I don’t encounter on a daily basis.
Posted on March 17, 2005
Adrian said:
It may seem like divergent themes, but it really isn’t. I didn’t talk much about it, but Gladwell spends just as much time talking about why people make the wrong decisions and come to incorrect conclusions in a blink, with and without experience and knowledge. Experience and knowledge can’t guarantee success any more than just relying on your intuition would. I guess that sounds kind of worthless, but it makes sense in the context of Gladwell’s book. His conclusions aren’t black and white, but it does help understand what is different in situations where the right thing happens, and when things go wrong.
Posted on March 18, 2005
Adrian said:
Tracey Fuller mentions Blink in her opinion column in February’s Graphic Design USA. She says,
“Few people are as alert to nuance as design professionals, and good instincts often involve observing and processing fine details. Being able to do this well - and distinguish external cues from internal bias - can help you make smart decisions. So don’t be afraid to go with your gut.”
Posted on March 22, 2005