New research finds jump in branding book sales since pandemic correlate with better looking Zoom call backgrounds

A new study has found sales of branding, typography and graphic design books have risen sharply since the pandemic, with researchers concluding the overwhelming majority are now purchased as background props rather than reading material.

The findings follow an analysis of thousands of creative professionals' Zoom calls and social media video content, revealing a direct correlation between the number of books visible behind a designer and the likelihood those books have never been opened beyond the introduction.

Graphic designer Maya Sharma, 32, from Bristol, admits she recently spent almost £600 expanding her design library. "They're not for reading," Sharma admitted. "They're for “accidentally” being visible to brighten the space obviously and look all things designer-ey.”

According to Sharma, arranging the shelf took longer than reading Steal Like An Artist would have.

Each book was reportedly positioned according to an intricate system balancing spine colour, title hierarchy, thickness, publisher recognition and whether the author was sufficiently respected to appear over her left shoulder during client meetings.

Industry observers say designers can now identify one another's professional aspirations simply by analysing their bookshelves.

"A Pentagram monograph says you're established," explained creative consultant Oliver Hughes, 44. "A stack of Logo Lounge volumes says you're serious. Fourteen books on Japanese packaging design says you're hoping nobody asks what you've actually designed."

Sources close to Sharma say the shelf undergoes minor adjustments before every Instagram Reel, with books rotated several millimetres to ensure every vertical edge aligns perfectly with the camera frame.

She has also reportedly removed one particularly bright yellow book because “...more people were commenting why I even had that book on my shelf when it had been proven to be written entirely with AI.” Remarking that she still liked how it looked on the shelf though.

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