Tuesday, March 27, 2012
This industry will drive you crazy
The graphic design industry has driven me crazy.
OK, that might not be entirely true, but after more than two decades as a professional designer, I feel like there are so many more important topics to discuss other than whether I ‘like’ a logo redesign, what font so-and-so used, what the latest colour trends are, or what software or technology is superior, etc. And if I get into one more conversation about inspiration or see another circle "design process” diagram (Ooooooh! You do research too?), I think I might hurt somebody.
As I enter my 15th year of managing my own brand and communication design firm, the issues that keep me interested are things like how to identify and attract clients I actually enjoy collaborating with, how to create effective strategies and initiatives that create results for them, how to derive reward and happiness from my career, and of course how to make money while doing all of the above without feeling like an unethical sell out.
The communication design industry has been in a perpetual state of flux, more so the past decade than ever before, and design schools are pumping out more grads than there are jobs. With the intense competition these days, I’m so glad I’m not a design grad just starting my career. I’m not sure I could do it to be totally honest. So when I speak with young designers, many of whom seem to have been coddled and carry themselves with a sense of self-entitlement these days, I give them the straight goods if they ask.
So my plan for these posts will be to avoid theoretical rhetoric or the ubiquitous navel gazing I see too frequently among graphic designers, and tackle issues relating to what happens BEHIND design. Myths and motivations, tricks and shortcuts, practical tactics, and pragmatic issues that a communication designer may face at various times during their career. I’m known for strong opinions and a forthright — many say blunt — style, and my opinions will be my own and may rub some the wrong way, but that’s fine. Hopefully it sparks some intelligent discourse, and if I’m proven wrong, then I’ll admit it and we’ll all learn together.
I feel like if I was starting out again, I’d want to be told the truth so that I could turn it into a competitive advantage. An edge. And this publication is called Design EDGE, right? Right. So with these missives I plan to discuss issues that seem, to me anyway, to have been glossed over or skipped entirely by most design schools. I can’t guarantee that I have all the answers or that following my advice will work for everyone practicing design professionally, but I promise to tell the truth and provide some food for thought.
Hopefully together we can find ways to enjoy our design careers without going crazy.
OK, that might not be entirely true, but after more than two decades as a professional designer, I feel like there are so many more important topics to discuss other than whether I ‘like’ a logo redesign, what font so-and-so used, what the latest colour trends are, or what software or technology is superior, etc. And if I get into one more conversation about inspiration or see another circle "design process” diagram (Ooooooh! You do research too?), I think I might hurt somebody.
As I enter my 15th year of managing my own brand and communication design firm, the issues that keep me interested are things like how to identify and attract clients I actually enjoy collaborating with, how to create effective strategies and initiatives that create results for them, how to derive reward and happiness from my career, and of course how to make money while doing all of the above without feeling like an unethical sell out.
The communication design industry has been in a perpetual state of flux, more so the past decade than ever before, and design schools are pumping out more grads than there are jobs. With the intense competition these days, I’m so glad I’m not a design grad just starting my career. I’m not sure I could do it to be totally honest. So when I speak with young designers, many of whom seem to have been coddled and carry themselves with a sense of self-entitlement these days, I give them the straight goods if they ask.
So my plan for these posts will be to avoid theoretical rhetoric or the ubiquitous navel gazing I see too frequently among graphic designers, and tackle issues relating to what happens BEHIND design. Myths and motivations, tricks and shortcuts, practical tactics, and pragmatic issues that a communication designer may face at various times during their career. I’m known for strong opinions and a forthright — many say blunt — style, and my opinions will be my own and may rub some the wrong way, but that’s fine. Hopefully it sparks some intelligent discourse, and if I’m proven wrong, then I’ll admit it and we’ll all learn together.
I feel like if I was starting out again, I’d want to be told the truth so that I could turn it into a competitive advantage. An edge. And this publication is called Design EDGE, right? Right. So with these missives I plan to discuss issues that seem, to me anyway, to have been glossed over or skipped entirely by most design schools. I can’t guarantee that I have all the answers or that following my advice will work for everyone practicing design professionally, but I promise to tell the truth and provide some food for thought.
Hopefully together we can find ways to enjoy our design careers without going crazy.
- Mark Busse
About Me
Mark Busse
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Mark Busse is a founding partner and managing director of the Vancouver-based strategy and brand design firm Industrial Brand, a past president of the Society of Graphic Designers of Canada [B.C. Chapter], and a design writer and educator. An avid contributor to his creative community, Busse is a driving force behind such events as Likemind Vancouver, Interesting Vancouver and CreativeMornings/Vancouver. He’s also a passionate cook, food fanatic and co-founder of the popular food blog, Foodists.ca. You can follow him on Twitter at @MarkBusse
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And if you go back to your years as a junior, you require a lot of training and what-not with a senior/creative director. I know I did. It's sad that the education system (speaking for Vancouver) is sucking young high school grads into art schools and throw them out without teaching them what it is like to be in the real world. And thinking that with the BFA and BDES they are valuable. I agreed with what you're saying about some young designers are purely blunt and cocky and their school work are mediocre. But if you don't give them a chance to express their true talent, how are they going to get more work? And when they get rejected...don't they all go freelance and hoping to improve themselves, make a living and try to create another opportunity? I mean, how do you expect them to have new work?
And even if they're cocky and put the BFAs up top, emphasized - it's probably because they've never seen enough of this world to do the right thing. And, cant you say it's because they have passion?
I applaud your hard work and determination to break into the industry and make a name for yourself. What you're doing is getting to be very uncommon, and that's what's causing the problems. Keep doing what you're doing and you'll get noticed by those who will appreciate what you do and make it all worth your while. Good luck!
I am wondering how this shapes his opinions on what "Design school didn’t tell you..."
Personally I wasn't saying that you shouldn't have to work, on the contrary I really believe in hard work. I also believe in critique to the point where I go out and seek it. I also work multiple jobs just to build my portfolio with decent pieces.
However it's incredibly frustrating that I work to the limits, and know a lot of people who do (working multiple jobs, putting in 60 hour weeks at one company, commuting two hours for a job then staying late, volunteering in the industry, taking on responsibilities above and beyond your level, taking on multiple unpaid internships etc).
But we all get treated like we are spoiled brats with no work ethic by almost everyone no matter if we're pushing ourselves so hard that we end up collapsing or going to clinics and getting diagnosed with exhaustion.
And might I mention, we do this but then we get to see the new grads that actually ARE spoiled get hired on with benefits and low expectations at their parent's/uncle's/godparent's companies...
Every generation has people who bust their asses and people who slack off. It would be nice not to generalize and just judge a person based on what he/she does in front of you.
This has to be one of the truest statements ever. I've been in the industry for seven years now, and my work and experience is at a point where it speaks for itself. However, the number of times I've encountered new graduates with terrible resumes and giant BFA titles after their names, or students who only show off their class projects in their portfolio, which aren't all that strong, and then protest when they don't get hired has really started to wear on me. Yes, there are those who work hard to gain some experience and become strong candidates for jobs they apply for and those are the ones that stand out and earn their shot, but more often than not they seem to think that just because they have an education, they are doing you a favour by applying.
This is not the case, and it has become a bit of a "hot button" with many of the designers I know. Heaven forbid you give an honest critique on a terrible design. They tell you why you're wrong that their design is weak.
Thankfully, these are the ones that rarely make it. They'll attempt freelancing, and cause us in the industry all sorts of other problems. They'll low-ball those of us who do freelance, but they don't stick around for ever.
Those that do make it are starting to understand that they have to earn their jobs, work hard to learn and gain experience, and eventually, work their way to the top.
Well obviously it's hard to be a grad trying to enter the industry when most professionals view you as a someone who has "been coddled and carry themselves with a sense of self-entitlement" without given a chance to prove themselves. Doesn't matter if I paid my way through school myself, worked multiple jobs to support myself, spend as many sleepless nights working on design as my body will handle, and volunteered within the industry as much as I could; we seem to get viewed this way right off the bat whether or not it's actually true.
So I guess what I'm saying is yeah Mark I do agree that as a new grad it's hard and those assumptions alone are enough to drive someone crazy.