There’s a lot of diversity in the design industry – and I don’t mean in style, form, or concepts. While there is plenty of visual diversity in design, I speak in terms of value, understanding and respect. Unfortunately, the design industry is a unique one that isn’t always fully understood or appreciated for what it is.
The Problem
A lot of people simply do not recognize the importance or value in good design. Low price tags and fast turn-arounds are the norm - yet good design takes time and a significant amount of mental effort. Good design communicates a message effectively and provides recognition and respect. The problem here is that there is really no comparison to any other industry and people who are outside of it find it difficult to compare and understand. Design is expected to be quick and easy, yet effective at the same time. Sadly, it simply doesn’t work that way. Some tend to take it for granted and don’t fully understand the need or difference between a $5 logo and a professionally designed, well-thought-out company brand.
The Comparison
Let’s try and compare this to another industry that we’re all familiar with – construction. When you opt for the services of a contractor, he or she performs construction services for you for a fee. Once the work is done, you compensate the construction company for their work and go on your way. Ask yourself a few questions here…
1) Would you question the contractor’s fee?
2) Would you ask the contractor to build you a few different houses and then allow you to pick the one you like (without paying for the others)?
3) Would you visit a “back-alley” contractor that has no certification but a very low rate?
These principles and questions can be applied to the design industry as well. The reason? Both industries have something in common – they provide a professional service and work for a fee. Would you rather have an ineffective $5 logo designed by someone without any experience, training, or certification or would you rather have a high quality, professional brand that will be? I think the most important lesson here is that the design industry is really no different than any other at its core. This is unfortunately the real disconnect in understanding and respect of it.
How Do We Change This?
The reason the industry is lacking in understanding is simply because there isn’t enough information and there’s too much “bad design” out there in the wild. It seems to me that, for the most part, mediocre design is considered the norm because there’s no communication of value in good design. The only way to change the outlook and perception of the industry is to continually provide a high standard. Simply put, we need to provide a baseline in the industry that’s well above the current norm and continue to deliver on it. It’s our responsibility as designers to communicate the value of good design and to provide it to each and every one of our clients. Only then can we begin to form change. In regards to the contracting analogy, it’s important to understand that good design is based on a strong foundation. The question you have to ask yourself is this – will your chosen design make a lasting impression? Is it “built to last?”
I encourage other designers to start thinking about how else we can change. How can we effectively communicate value? Who should we speak to? What else can be done?
