On being "A Design Star"

Note:  This article appeared on my previous blog, dated Feb 21, 2009.

I read an interesting interview by Marty Neumeier (neutronllc.com) titled, “The Rise and Fall of the Design Star.”  In that interview, he brings up sacrifices associated with creating cutting-edge work that many of us might not want to acknowledge.

First of all, Mr. Neumeier should be congratulated for having the courage to say that one of those sacrifices may be money.  Designers who make the most money and “Design Stars” are often at the opposite end of  the creative spectrum.  That’s because the Money Guys generate work aimed at corporate clients rather than other designers. While we can try to hit a balance, its usually difficult.

He also had the guts to say that  “effective design” is a frequent casualty.  Good design — REALLY good design — keeps the audience focused on the message itself, not its delivery.   Mr. Neumeier points out that to in order for the design solution itself to be noticed, it usually has to “act out…Like a child who wants attention, it has to be ‘bad’ in some way.”  And while other designers love to see this kind of innovation, clients usually do not.

I cannot tell you how many times I’ve gone through all my design books for inspiration, only to think to myself, “Where do they find clients who will let them do this stuff?  Who gets this kind of photography budget?  How could they get approval for an 8-color, 16 page brochure that has under a hundred words in the entire piece?”   Well, it turns out that in the Real World of graphic/interactive design, those projects are indeed the exception rather than the rule.

So, the next time you look at your portfolio, and you lament that it looks dated or dull, think back to the objective you were given when you started each project.  Did your work clearly communicate the message the client wanted?  Did it improve their sales?  Did it increase awareness of their product or service?  Did you get paid for it?  And, did the client ask you back to do more work? If the answer to those questions is “yes,” then you should look at your book with pride.

Its true you should never stop looking at cutting edge work for inspiration, new trends and palettes, and innovative ways to solve problems.  Always look for appropriate opportunities to push boundaries in your own work.  But pay attention and recognize when a cutting edge solution is outside your client’s comfort level, or if the real message is getting lost.  In the long run, your clients and your checkbook will thank you.

(The article referenced is located at http://www.stepinsidedesign.com/STEPMagazine/Article/28638)