News
19 September 2012
'Graphic designer' will be an obsolete term in the future: RGD panel
TORONTO—Is the title of "graphic designer" dying?
And should it be replaced by broader terms suggested such as "creative opportunist" or "creative problem-solver?"
Those were thoughts offered during the RGD event Future by Design: The Next Designer, with panelists Adam Antoszek-Rallo, creative director at Catalyst Workshop; Dawna Henderson, president and chief executive officer of henderson bas kohn; Helen Pak, executive vice president, co-executive creative director of Saatchi & Saatchi Canada; and Justin Rieder, director of creative services at Indigo Books & Music.
Pak perhaps made the most poignant comment when the panelists were asked if they consider themselves graphic designers: "Any word before designer [in a business title] is a career-limiting move. I'm a problem solver."
Added Rieder, "The title of graphic designer is fading out. I would best describe myself as a coach, I have a team of designers. I don't think there's a solid answer to what I do."
Any word before designer [in a business title] is a career-limiting move. I'm a problem solver."
Specifying a type of designer implies one area of expertise, and not one who thinks on multiple platforms as many campaigns are built on these days, agreed the experts on hand.
The industry needs a "Vitruvian designer" in the future, a designer that blends art and science like first century B.C. Roman architect and engineer Marcus Vitruvius, offered Rieder. "We're in a new renaissance with the (Internet)," said Rieder.
The Vitruvian designer, according to the Indigo creative director, blends "obvious" skills such as creativity and ability to use software; the "intangibles" such as flexibility and ability to work in the global community; and the "not so obvious" skilset of business acumen, knowledge of audience, and ability to exploit new trends and technology.
However, despite technological tools of now and the future, "the real currency of design is ideas," said Rieder, adding, "great design is intuitive. If you have to explain it to the client, you've failed."
Antoszek-Rallo predicts in the not-too-distant future "there will be more high-end scalable solutions at lower costs that will meet the needs of clients," and that designers should focus on ideas and strategy. "Those things will never be replaced."
Added Henderson, "It's equally important to know how to sell, not just design. Just because it's beautiful, doesn't mean it's going to sell anymore." While she agrees that design can be commoditized, she offered, "clients will always pay for exceptional work."
The session at the Gladstone Hotel in Toronto was webcast live to several locations in Ontario and beyond.
And should it be replaced by broader terms suggested such as "creative opportunist" or "creative problem-solver?"
Those were thoughts offered during the RGD event Future by Design: The Next Designer, with panelists Adam Antoszek-Rallo, creative director at Catalyst Workshop; Dawna Henderson, president and chief executive officer of henderson bas kohn; Helen Pak, executive vice president, co-executive creative director of Saatchi & Saatchi Canada; and Justin Rieder, director of creative services at Indigo Books & Music.
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From left is Dawna Henderson, henderson bas kohn; Helen Pak, Saatchi & Saatchi Canada; Justin Rieder, Indigo Books & Music; Adam Antoszek-Rallo, Catalyst Workshop
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Pak perhaps made the most poignant comment when the panelists were asked if they consider themselves graphic designers: "Any word before designer [in a business title] is a career-limiting move. I'm a problem solver."
Added Rieder, "The title of graphic designer is fading out. I would best describe myself as a coach, I have a team of designers. I don't think there's a solid answer to what I do."
Any word before designer [in a business title] is a career-limiting move. I'm a problem solver."
- Helen Pak
Specifying a type of designer implies one area of expertise, and not one who thinks on multiple platforms as many campaigns are built on these days, agreed the experts on hand.
The industry needs a "Vitruvian designer" in the future, a designer that blends art and science like first century B.C. Roman architect and engineer Marcus Vitruvius, offered Rieder. "We're in a new renaissance with the (Internet)," said Rieder.
The Vitruvian designer, according to the Indigo creative director, blends "obvious" skills such as creativity and ability to use software; the "intangibles" such as flexibility and ability to work in the global community; and the "not so obvious" skilset of business acumen, knowledge of audience, and ability to exploit new trends and technology.
However, despite technological tools of now and the future, "the real currency of design is ideas," said Rieder, adding, "great design is intuitive. If you have to explain it to the client, you've failed."
Antoszek-Rallo predicts in the not-too-distant future "there will be more high-end scalable solutions at lower costs that will meet the needs of clients," and that designers should focus on ideas and strategy. "Those things will never be replaced."
Added Henderson, "It's equally important to know how to sell, not just design. Just because it's beautiful, doesn't mean it's going to sell anymore." While she agrees that design can be commoditized, she offered, "clients will always pay for exceptional work."
The session at the Gladstone Hotel in Toronto was webcast live to several locations in Ontario and beyond.
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A well thought out post with an excellent understanding of the rigors of our industry.
What many young designers, including some on this thread fail to understand or are incapable of grasping is that the various fields and roles we work in consist of diverse functions and disciplines. For example many of the above individuals work in advertising agencies and are neither designers or graphic craftsmen. They indeed, work with strategic marketing and advertising problems for clients, not cosmetic design problems.
The generic definition of 'design' and its function has become vastly misunderstood and misrepresented, with technology shifts and the current educational process.
However, the designer label (pun intended) with the word "graphic" prefixed to it, has a haughty air of perceived glamor due to the possibility of art & creativity being involved in the process.
To be successful, it's necessary for individuals or groups attaching that label to themselves & their activities, to convince others that they can actually perform the processes & tasks & achieve the goals that are necessary to "design".
This is actually a sales & marketing process.
Therefore those that are getting clients are those that are good at "selling" or have hired people with those selling skills to "sell" them.
So, due to the 'commoditizing' of designing tools & training, the label "designer" really now refers to a sales process in a highly competitive, rapidly changing, marketplace.
"Design" has become a commodity, with sales & marketing skills becoming more essential to success. That's the reason for this discussion which is really about "branding" — a marketing & sales issue.
So the question is really, what is a good label from a branding perspective?
So in fact, Sales & Marketing is the reason for this discussion, not "design".
So, should this not be involving experts in marketing, rather than just in graphic design?
Sean
www.designfacet.com
I am a graphic designer and I am embarrassed by this article. The only reason this debate is still going on after 12+ years is because of the arrogance we designers breed and nurture.
Although, I do agree that we are at times treated as the modern day desktop publishers—I'm not sure that hyping up our titles due to an inner marching ego is going to solve the problem? And what is the problem exactly? If we are creative communicators then why aren't we "solving the problem" in a creative way?
I am not a designer, a web designer, a UX designer, a print designer—I'm a graphic designer—a fully rounded artistic communicator.
Let's be grateful that we can get paid money for using our artistic talents.
I am a graphic designer. I solved design problems in the field of visual communications, not say, in the field of cancer research.
That's not to say that we shouldn't be well-rounded and educated individuals with broad knowledge from which we can draw inspiration. However, ultimately our final product is visual. Why should we be ashamed or timid to express that truth?
anyway, the future graphic designer title may or may not change, but we shouldn't focus our efforts on who we are... we should focus on what we do and how we do it
my two cents
And being a "coach" to a bunch of designers has already been invented—it's called an "art director".
creative opportunist > sounds like a fancy way of saying "con artist".
It's Branding 101.
http://hillmancurtis.com/artist-series/pentagram-06/
Quite a generalization we have here...
Working in or with a strategic process, buying a software package or reading the latest POP design book can't turn you into a strategist. That is a much more involved aspect of the marketing process, everywhere. Designers, design and, strategists develop or visualize strategies for public/private organizations.
Stop analyzing everything and just create. If you live and breathe design then this kind of silly talk shouldn't even matter.
Seems like most people these days love to pump up their "title" at their work place. Everyone is some kind of manager or director. LOL!
Basically, at the end of the day, you are a graphic designer. That will never change. So call yourself whatever you want. Your work is the only thing that will set you apart from others.
No matter how technologically advanced we get in the future, print will never die, I promise you that. You'll still have to go to the grocery store to pick up a carton of milk, there's nothing digital about that.
Because of this, graphic designers will still be graphic designers. Sure, learning a few other mediums helps pump your confidence, gaining a few hats helps with those job interviews, but you're still a graphic designer at the core.
I think what we're losing nowadays is specialty and focus. The panel above is essentially trying to discuss the end of this and that's why they are suggesting these broad and silly terms like virtruvian designer. I'd love to see one of the above panelists at a job interview calling themselves that..pretty sure the interviewer would say "ummm..what? What is your strength again?".
19 September 2012 at 8:37 PM
I disagree. Designers are, or should be, strategists & visual problem solvers too. Production Artists (if your firm has the good sense to separate the roles as such) build.
The reason discussions like this come up are because as designers we're being expected, more often than not, to be able to take on any type of challenge that comes at us.
The term "graphic" designer will not die out in the graphic design industry though. There are type-designers who specifically call themselves this because it's their specialty. Not everyone specializes in digital design, so frankly, they won't call themselves a UI-designer.
Anon#3: I think your comment actually represents an extremely outdated way of thinking. If you're a designer (specializing in graphic, type, UI, environmental etc etc) and you're NOT thinking ideas and strategy while you work, GOOD LUCK. Update to the latest CS suite and use it as a selling point to potential clients.
The truth is, execution is what matters, period.
Adam confirmed that college design education continues to be commodity.
I enjoyed this talk.
1) Confusing your clients so they're impressed by your apparent superior design skills.
2) Masking a lack of talent.
I wouldn't want to label myself as a "coach" either. I think Designer sounds fine. As a Designer you know what roles you have, it doesn't matter what title you have to the general public. It is proved when ideas/concepts come to life with excellent selling features.