Do Design book cover orange key Photograph snow-capped mountain range Do Design - Why beauty is key to everything Shaker rocking chair Lofoten islands, Norway. Man standing on rocky hill. Icosahedron II paper sculpture by Richard Sweeney Fog under Ouse Bridge Mechanics working at Blitz Motorcycles studio

Do Design - Why beauty is key to everything Alan Moore

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 and 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 from 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?

This paperback purchase includes a free ebook download. 

If you're a customer in North America, click here for the Chronicle Books edition.


  • An inspirational handbook for makers, designers and creatives
  • A timely call to make things that are more considered
  • Includes 14 steps to improving our creative process
  • Features examples from Blitz Motorcycles, Gransfors Bruk, Yeo Valley, Apple
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‘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
‘A handbook for mindful making and conscientious consumption.’
CRAFTS Magazine
‘Alan Moore's book on beauty links the history of that which has been simply made, to that which has been extraordinarily made. The difference is that which is engineered, to what is crafted, to what is designed.’
John Maeda, Automattic
‘I read your book Do Design on why beauty is key to everything. What you described in the book is not just an approach to design, it's a way of life.’
Karen Hodkinson, formerly ID magazine
‘Your book gave me real clarity and a forceful nudge to just make things and see where it takes me. What a book!’
Jono Smart, contemporary potter
‘Alan Moore urges us to rethink not just what we make but how and why.’

About the author

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, holding 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.

Alan’s Do Lecture: Straight line thinking stops here

Designer Alan Moore gives an incisive talk on how technology is revolutionising the way in which we access information and what impact this has upon the media and many other businesses. Many of the old ways of doing business simply do not work any more, which means changing the way business is done — or doing no business at all.

Product Details

Dimensions: 120x178mm
ISBN: 978-1-907974-28-1
eBook ISBN: 978-1-907974-29-8


15 B&W photographs

Paper & print details

Paperback editions are printed by Livonia Print on Munken, an FSC-certified paper.