Francesco Franchi
What difficulties did you face at the beginning of your career?
Deal with clients. In every project there is always an intention, on the part of the client, and a technique, which belongs to the designer. These two factors — and how they interact in the decision-making process — determine the result of the entire project. It is essential to make sure that intention and technique, client and designer, share the same goals, actions, and timing, continuing to check on their correctness and sustainability even once the action is underway. This ongoing struggle between intention and technique should be viewed in the light of Heraclitus’ definition of the term ‘struggle’ ,  in which “war is the father of all and king of all”.  Different things give rise to harmony, and everything is generated through contrast. It is precisely this conflict that establishes the balance required to perpetuate the existence of every single thing. But it is not, however, necessarily true that intention and technique are opposed, or that there will always be a synthesis in an intermediate position — a compromise. It is simply a matter of finding a series of balances (rather than just one) between the two parts, which normally have different demands.
What should a young designer do in order not to get hired by anybody?
— Not taking an interest in everything that goes around you and not having curiosity about areas other than graphic design.
Because I think that the best designers are those able to observe parts of the real world and clearly interpret them independently from the direct relevance to their professional activities.
— Do not clearly formulate thoughts and do not support them with suitable arguments.
— Always approach the projects with a preconceived idea of what they should look like and do not listen carefully to what the clients really want.
Verbal communication is an essential component of the figure of the designer, but what is even more important is knowing how to listen once communication becomes bidirectional. Clients have their own point of view, which should be considered and respected.
Are there any things you wish you knew at the beginning of your career?
Psychology and how to write a business plan.
Are there any rules or habits that help you do your job more efficiently?
Choose the right people (clients and coworkers) to work with. A design capability proceeds from a fusion of skills, knowledge, understanding, and imagination; consolidated by experience. A good project is often the result of a compromise, equilibrium between points of view, a negotiation between the designer’s technical solutions and the client’s wishes. It is by this dialectic between technical considerations and intentions that the project’s uniqueness is determined. If the intention changes, but not the planner, the project will no longer be the same.
Would you recommend some books that young designers might find useful?
Design as Art  by Bruno Munari
Francesco answered the questions on July 1, 2014.
The answers were published on July 2, 2014.