Design Resolutions For 2008

My recommendations for 2008 — 10 Dos and Don’ts for design success in the coming year.

1. Taste the Rainbow

Many of us make a habit of sticking with just a few trusted colors and palettes, and in turn, our design solutions all start feeling the same. Don’t limit your color explorations — sometimes a radical departure in color will lead to exciting and unexpected results. And in case you didn’t notice…big color is in.

Two of the best online color tools:

Adobe Kuler — This color tool by Adobe Labs sets the bar — browse thousands of great color palettes or create your own with this wonderfully designed website. Kuler’s interface is extremely intelligent, and you can easily download your creations for use in Adobe programs.

myPANTONE — This is Pantone’s “online creative community for sharing color information and trends” CA. This tool is designed to work with the new Goe System and also provides lots of extras like color trends and techniques.

2. Read Cradle to Cradle

This one may seem a bit outdated given that this book was first published in 2002, but even six years later, its content couldn’t be more relevant, or valuable.

Cradle to Cradle is a Bible of Sustainability. German chemist Michael Braungart and architect William McDonough argue that the traditional view of “Reduce, reuse, recycle” does nothing but perpetuate a “cradle to grave” manufacturing model — a model that has resulted in unnecessary waste since the Industrial Revolution. The authors challenge the notion that industry must inevitably lead to any waste at all.

Instead, Braungart and McDonough suggest a “cradle to cradle” model, in which like nature itself, “waste equals food.” They argue that after any product’s useful life, it can provide either biological or technical nourishment for something else. From carpet to sneakers, Cradle to Cradle demonstrates that this new way of thinking benefits not only the environment, but commerce as well.

Cradle to Cradle is a must-read for any graphic designer who’s seriously committed to reducing the damage caused by print and packaging. The book itself is even printed on a durable synthetic paper that can be recycled with no decrease in material quality.

3. Define ‘Design’

When someone asks you “What is design?”, how do you respond? Many designers fumble around for a concise explanation of exactly what it is that we do — maybe some don’t really know to begin with. After all, design can be a rather broad and abstract subject. But if you’re going to call yourself a professional designer, you should be able to communicate what design is: even if it’s not technically correct, a concrete definition can remind you of your mission and clarify your craft.

My favorite comes from Don Newgren, a former professor of design at York University: “Design is intelligence made visible.” Define ‘design’ for yourself this year, and if you need some help, check out this great archive of design quotes.

4. Design Something for Free

There are a lot of products, services, and causes out there that could use some good design…a lot. Get charitable and donate your services to someone; a logo, a poster — anything. It doesn’t have to be big to make a difference. Not only will you be performing a good deed, but you’ll also help cultivate appreciation of good design. Tip: look to a non-profit — most of them are clueless when it comes to the quality of their visual system.

5. Banish Brush Script

Lots of designers like to pick on Comic Sans, and rightfully so, but lately I’ve seen an alarmingly prevalent use of Brush Script. Most of its application has been limited to a number of unremarkable amateur designs, but lately it’s popped up in print and broadcast designs for some pretty big companies.

As far as scripts go, the typeface isn’t completely horrible, but its incredible overuse has killed any personality that it may have once had. Do the world a favor and delete it from any computer that you may come across, then try replacing it with one of these superior scripts: Kinescope, Bello, FF Market.

6. Practice What You Preach

The ability to effectively communicate is an essential skill for a graphic designer, unfortunately, when it comes to communicating for ourselves as opposed to our clients, many of us suck. Make 2008 a year of renewed civility:

– If someone calls you, return the call promptly (I’d say no more than a day in most cases). You wouldn’t blow them off in person would you? So why would you over the phone?

– If something is really important, speak to someone, don’t hide behind an e-mail.

– Avoid texting at all costs except for the occasional ‘yes,’ ‘no,’ or ‘movie at 5.’ Why? Look at kids these days — soon an entire generation will be unable to speak to each other in person.

– Never, never, never answer your cell phone at the dinner table. Amazingly rude.

– This one is for students: be honest with your critiques; no one needs lip service. If you think something is bad, say so. Hiding your opinion in an attempt to save someone’s feelings will just hinder their growth.

7. Say No! to Spec

Spec work, or work done on the speculation that you will eventually be paid for the job if the client likes what you’ve done, is not only bad for the design industry, but also devalues your skills as a designer. It’s basically like working for free, and unless you’re operating under the spirit of my 4th resolution, it’s not only unethical, but unproductive as well.

Good design requires a true investment of time, energy, and investigation — things that are difficult to give when there’s no promise of compensation. Unfortunately, many clients don’t understand this, nor do they realize that spec work often leads to work that is under-informed and under-developed.

Take a stand against spec work this year by logging on to NO!SPEC, an online initiative that promotes professional, ethical business practices within the visual communication industry by saying NO! to spec. There’s loads of information about why spec is wrong, and what you can do to fight it.

8. Use Recycled

The reasons for not using recycled paper are running thin these days: it’s eco-friendly; it requires less energy to produce; recycled paper is often equal in performance and quality to virgin paper; and it costs only slightly more if not the same as conventional paper. Convincing your client may be difficult, but an informed recommendation may just win them over.

For more information on recycled paper and printing check out the AIGA Center for Sustainable Design.

9. Get Your Hands on Meta Serif

This should be self-explanatory, but if it’s not, read here.

10. Enlighten Your Fellow Man

2007 was a huge year for design in the public eye: the iPhone, Clearview, One Laptop per Child, Helvetica. The average Joe is finally starting to understand and appreciate the importance of good design, but there’s still a long way to go. Use 2008 to build on last year’s momentum. I recommend starting with a family viewing of this.

Happy New Year from twenty5ive!

December 31st, 2007 » Posted by Jim Hargreaves » Permalink

Entry Filed under: Archived Posts