When you look at the creative industry over the past few decades, the changes we have witnessed are amazing. What was once a profession based only in print and media is now a profession that touches virtually ever aspect of daily life. Consumers require more stimulation and expect to see strong visual representation and functionality. Our clients look to us to take their products to market and expect a high return on investment.
Last week my guest on “Talk Story with Jeni” was the brilliant Bryn Mooth. As the editor for HOW Magazine for the past decade, Bryn has been an important part of the design industry and been responsible for promoting, reporting and affecting this field. During our conversation, we talked about the changing persona of designers and breaking down how it is they perform their jobs. We both agreed that we were seeing more ‘head and heart’ from designers than ever before. Not only that but a return to the use of their ‘hands’.
The ‘head’ of design refers to the strategy and thinking that has become increasingly important in the production of relevant design. We have all heard over and over the importance of looking at the business of design, of creating business solutions not just visually appealing campaigns. Whether graphic, informational, or environmental design must be more than logically connected to the service or product, it must be able to generate tangible results (i.e. revenue). The top design thinkers in the industry are forging the way towards design teams becoming partners in providing business solutions. Given this ‘heady’ approach, veteran designers are going to have to remain relevant and new designers are going to have to be a step ahead in embracing strategic thinking.
‘Heart’ refers to the passion with which designers approach their work. It seems this is an element that comes easily to most designers and is at least one reason they entered the field in the first place. But finding the motivation to stay inspired is often challenging and often discussed at length (that is another topic all together). You can’t help but admire, and rightfully so, those professionals that have a talent for ‘visual-ness’ and a zeal for taking on the challenge of creating recognizable business solutions.
For years now we have seen what I believe was a departure from true craftsmanship. It was apparent in the world of photography with the introduction of digital cameras and printing, and it was rampant in the design field with the technological advances in digital production and the Internet. It is so exciting to see a return to hands-on design or what Bryn referred to as ‘hands’. Manual binding, letterpress and so many other forms of old school design processes are making a return and it is wonderful to see the melding of the old and the new!
Over time we see the pendulum swing back and forth. We gain new abilities and see new priorities often losing sight of the old ways and the processes we know are tried and true. I always let out a sigh of relief when I see the pendulum swing back to a place of balance. In this case, seeing the renewed enthusiasm for the use of ‘head, heart and hands’ is a great place for design to reside. Thanks to Bryn Mooth for taking time to talk story!
Click here for a full hour of “Talk Story with Jeni” and Bryn.
The old saying goes, “Seek and you shall find.” Yyyyeahright. You want the truth? Creative types are hunters, feeding that appetite for fulfillment & mental stimulation much like the cat who will only pounce on a pulled string; Catch it and the fun is over—move it and the game is afoot. I have a theory on that. I’ll explain, but bear with me.
I’ve been a graphic designer for more than 14 years, mostly in the corporate world. In all that time I held on to the idea that those magical and insanely talented designers with their world-famous studios not only got there on talent alone, but that maintaining that studio was an effortless, creative smorgasbord that kept them happy all the time. Ok, granted, I can be a bit naive, but, oh, the idea of it…
“Since I was very little I’ve lived life marching to the beat of my own drum and my career as a graphic designer has been no different. In my early years, I couldn’t understand why people worked so hard for “retirement”, a time in life that is not fully guaranteed. I guess I never understood the concept that I should give up the best years of my life as a physically fit, mentally strong, and healthy person working ridiculously hard following the retirement carrot that is placed in front of me. Then when it is all over my health, body, and mind are breaking down would I finally get to live out my life’s dreams… Anything can happen at any time in life, so why not make the best of the time that is guaranteed?
We all have those moments, where somebody you don’t really know can give you the words you need to hear to help you find direction. I had won an entry to a student conference from a design contest and I was sitting in on a session when this speakers words really spoke to me. He talked about how he started his business directly out of college and while everybody told him it wouldn’t work, it did. It was like a light bulb went off in my head… it was then, I remember thinking, if he could do it, so could I.
Along the way, I’ve had everybody from my fellow students, teachers, career counselors, parents, ect. telling me everything from, “It can’t be done.” “You’ll never make it.” “You’re crazy!” “Why don’t you get a real job?” “You won’t succeed.” If I had of listened to them I wouldn’t have gotten to swim with sea lions in the Galapagos or find the Lost City in Colombia or any of the other amazing things I’ve done along with the pride I have working for myself for 7 years now. The fact remains that A. ‘Anything can happen’ and B. ‘It’s possible’. If I hadn’t of believed that and followed my heart to do what was right for me, I wouldn’t be where I am today. Lastly, always keep your ears open to those around you wherever you may be, you never know who’s words may inspire you”.
The great global sports extravaganza and world hug fest better known as the Winter Olympics is finally over at least for another four years. As I sat on my comfy sofa, cocktail in hand watching our athletes ski swifter, jump higher and skate stronger I wondered if there was anything that I could or should learn from them. Is there anything inherent in what they do in their respective sports that I could emulate in my sport – design? Are there a few techniques from the biathlon or giant slalom that could also serve me better in the design studio?
Connecting to your projects and your clients is not always an easy thing to do. Often the design profession is seen as interesting and glamorous, a fun and sexy profession where you get to play on a computer and work with exciting products day in and day out, creating beautiful visual pieces. Truthfully, that is often not the case. Particularly when you are working on projects or with clients that are difficult to connect with.
