The Lost Art of ______.
It seems to be an almost universally accepted fact in business and even design circles that design exists to solve problems…business problems, usability problems, advertising problems, manufacturing problems, etc. While I don't deny that design aids in problem solving as engineering does, this prevalent view of design's purpose is way too narrow for my liking. When design is seen as primarily a problem solving endeavor, design loses heart. It becomes utilitarian and soulless. Why is this?
I think it stems from a design (and ultimately designer) identity crisis. We all know that design is not art, right? Art can exist for itself to create beauty, while design exists to solve problems (or so we've been led to believe). Design isn't engineering because it isn't rigorous enough in its approach and involves too much—gulp—art. And heaven forbid that design would function as business itself and become a money making machine. So, if design isn't about creating beauty, solving problems or making money, why does design exist, and how does it function?
Design exists to communicate, and hopefully to communicate something meaningful. And how does design powerfully communicate meaning? By telling a story. Yes, in the software on steroids, Illustrator-Photoshop-Flash driven world of today's design, we've almost forgotten that at the heart of design is a story. Design has become so enamored with technology and processes that it has misplaced its heart…a story. How do I know this? Just take a look at the job requirements for just about any design position. You'll see a heavy, heavy emphasis on software skills and not nearly enough on creativity and storytelling. Flip through course requirements at the latest design school darling and you'll find the same. Surf Internet website galleries like StyleGala or FWA and you'll see some dazzling design eye candy with very little storytelling involved. Browse the latest design annual and you'll find yourself saying "how did they do that" and not "what a great story".
I'd like to propose that designers make an effort to rediscover the art of storytelling in communication. The next time a client comes to you and says they need a website, brochure, annual report or whatever, don't offer them a solution, help them tell a story.
I think it stems from a design (and ultimately designer) identity crisis. We all know that design is not art, right? Art can exist for itself to create beauty, while design exists to solve problems (or so we've been led to believe). Design isn't engineering because it isn't rigorous enough in its approach and involves too much—gulp—art. And heaven forbid that design would function as business itself and become a money making machine. So, if design isn't about creating beauty, solving problems or making money, why does design exist, and how does it function?
Design exists to communicate, and hopefully to communicate something meaningful. And how does design powerfully communicate meaning? By telling a story. Yes, in the software on steroids, Illustrator-Photoshop-Flash driven world of today's design, we've almost forgotten that at the heart of design is a story. Design has become so enamored with technology and processes that it has misplaced its heart…a story. How do I know this? Just take a look at the job requirements for just about any design position. You'll see a heavy, heavy emphasis on software skills and not nearly enough on creativity and storytelling. Flip through course requirements at the latest design school darling and you'll find the same. Surf Internet website galleries like StyleGala or FWA and you'll see some dazzling design eye candy with very little storytelling involved. Browse the latest design annual and you'll find yourself saying "how did they do that" and not "what a great story".
I'd like to propose that designers make an effort to rediscover the art of storytelling in communication. The next time a client comes to you and says they need a website, brochure, annual report or whatever, don't offer them a solution, help them tell a story.
posted by fivemcclungs at 8:57 AM
0 Comments:
Post a Comment
<< Home