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DESIGN Graphic design is problem solving. The designer must listen and think. Defining or redefining the problem to accurately address objectives is the fundamental challenge. A good idea is an effective solution to a well-defined problem. The tastes, prejudices and ego of the designer are irrelevant. Tools and techniques are required to bring ideas to fruition, but all the skills in the world can’t fashion good design from a mediocre idea. Advertising is seduction. It is the designer’s job to create desire. Intimately knowing what you are selling, and the tastes and passions of your potential customers, are key to finding creating an effective design solution.
Click on any image for a larger version. Design for journalism is, in and of itself, journalism. Respect for factual information as well as the rights and dignity of individuals is paramount. The standards and conventions of reportage, opinion, sports, and features always apply. That said, the best editorial design is almost always unconventional. It is easier to get forgiveness than it is to get permission.
Click on any image for a larger version. COLLATERAL, PACKAGING, DISPLAY Materials that support sales and distribution present their own challenges. The designer must understand not only the products and/or services to be sold, but the presence of his work as it is encountered by the customer. He must be able to think in three and even four dimensions. Though technically demanding, the primary factor in good design remains the idea that solves the job’s specific problem.
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