William Lidwell

William Lidwell writes, speaks, and consults on design, innovation, and engineering psychology. He is the author of Universal Principles of Design, a modern classic of design literature, now in its third edition and translated into more than ten languages. He holds a Doctor of Design from North Carolina State University and began his career in systems design at NASA; he has since consulted on product design and innovation for a range of Fortune 500 companies, served a decade as Chief R&D Officer of Avenues The World School, and founded several technology startups. He teaches audiences worldwide as a Great Courses professor (How Colors Affect You: What Science Reveals) and through his LinkedIn Learning courses, Universal Principles of Design and The Science of Logo Design. He is especially interested in cross-disciplinary design and how organizations make innovation stick.