![]() ![]() So far, we understand Paul Rand and Carolyn Davidson as graphic designers who work to satisfy a design brief. “Design is the human power of conceiving, planning, and making products that serve human beings in the accomplishment of their individual and collective purposes.” Empathy & Collaboration Tony Golsby-Smith, professor at Alphacrucis College put it this way: It’s a process where the graphic designer solves problems that disrupt systems in collaboration with the client and the end-user. Deeper into his writing, he explains design is a process that involves systematic disruption and interactions between users before considering what is designed… meaning the results of effective design are equally as valuable as the tangible deliverable.įour Orders of Design by Richard Buchananĭesign isn’t just a person at a desk pumping out logos. The Four Orders of Design is a structure that helps us understand the hierarchy of design, developed by Richard Buchanan. To become recognized for problem-solving processes, the graphic designer must take it upon themselves to understand different strategies for doing so. “When people started trying to understand design … the first model they devised was of design as a problem solving process.” Kees Dorst, professor at the University of Technology in Sydney wrote: The graphic designer of the future starts from the design brief to a research strategy to investigate the client’s market, the user‘s needs, and to strategize a path toward solving the problem before creating anything. When clients hire graphic designers to solve problems, graphic designers are handed design briefs (the client’s understanding of the problems). Now, a logo doesn’t represent the value of an entire company, but from these two stories, we learn of two different types of graphic designers: the graphic designer who understands their value and the graphic designer who does not. In 1996, Steve Jobs sold NeXT to Apple for $400 million. Image courtesy of Wright auction house, Chicago, IL. Their work is distinctively recognizable and they were hired for their refined aesthetics and reliable reputation. ![]() Paul Rand, Milton Glaser, and Saul Bass are prime examples of traditional graphic designers. She is known as someone who works with a particular set of skills to reach a state of perfection from a design brief. ![]() To have a seat at the table, strategic graphic designers of the future need much more than refined craftsmanship in a technical process to be so valuable in the marketplace obtaining a strategic skillset isn’t often found in through higher education, but elsewhere. Businesses aren’t just paying more for the same thing, but for a designer to use specific skills, abilities, and knowledge in a strategic problem-solving way. Or, for $10,000 a business can hire a graphic designer to form a design strategy that contextually places the business’s branding in a stronghold against the market it’s competing in. For $250, a business can pay a graphic designer to create a logo for their business. ![]()
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