October 1, 2013
Creativity is communication. Plain and simple. From the time cavemen painted on cave walls humans have been communicating to each other through the things we create. Try creating something without desiring a response and see what I mean. Better yet, create without the desired response and consider it even more.
Today’s graphic designers and art directors are faced with understanding how to communicate creatively in a world that has evolved through technology – allowing for cross-culture messaging in an array of new media vehicles. If there ever was a time to break down the walls of stereotyping, prejudices and empathetic sincerity it is now. Recently, AIGA and Adobe partnered to define the designer of tomorrow, specifically within the next two years. Their findings, through several years of research, are six major trends that will shape the designers of tomorrow. Basically, the development of visual, verbal and visceral communication is much deeper than mere design.
As an educator to college design students, the biggest challenge I face is convincing young creatives to abandon creative trends and develop a clear understanding of deeper communication strategies. “They must understand the social sciences and humanities in order to understand the content they are asked to communicate and they must understand how to work collaboratively with other knowledge and practice specialists.” – AIGA, Designer of 2015 Trends
A chameleon blends in, finds safety in looking like its environment and doesn’t attract any attention. Finding the “unique” in design is nothing new. So slaying that Chameleon has been put to rest. However, in terms of today’s communication channels, jumping on the latest technologies designed for short attention spans and redundancy of content can be catastrophic to design without considering how to narrow your audience, design within a believable context, customize messaging that aligns with other social conversations and relying on engagement strategies based on cultural realities. In other words, media complacency has watered down creative executions and messaging into a pool of swirling color. Slaying that chameleon will take a deeper knowledge in design thinking than ever before.
Educators are speeding to offer the latest software and technology training without teaching the bigger understanding of how to use these new medias in a unique way. Just having an “app for that” is no longer the goal. Recommending creative solutions with these new resources, including possible considerations to product evolvement by designers, will be the key to success. Tackling creative issues within a bigger perspective outside the designer’s capabilities will now become their responsibility.
Just because a new technology is available to a designer’s creative strategic tool belt, doesn’t make it necessary. Discerning between what’s needed and what is not will be key. However, when it comes to today’s new design education practices, understanding the skills within these new capabilities will be imperative. For example: the creative development of print and e-medias will be essential to tomorrow’s designer. The creation of visual content is completely different with each user. Furthermore, adopting a “student mentality” will be the norm. Meaning, self-growth in continued education, wether on your own or within the confines of an educational institution, will be necessary to maintain continued success. In a recent article by Katia Colucci with The International Council of Communication Design, she states, “According to some experts the current half-life of personal knowledge is five years. In other words, in five years, half of our personal knowledge will be outdated. This means that to be competitive in future professional environments, we need to renew our knowledge by investing in continuous education.”
Slaying the creative chameleon has always been the challenge of graphic artists. Being unique and standing out from your surroundings is heresy to the existance of the chameleon. In contrast, it is essential to the survival of the designer. The term “cliche’ “ will now be applied to new technologies and how we use them to communicate in a transparent world.
To find out more about the future of graphic design, visit AIGA, Adobe, The Bureau of Labor Statistics or contact Bruce Stanley, Graphic Design Coordinator, Nossi College of Art.
June 20, 2013
I’m often asked, “how do you come up with creative ideas?”. I usually answer, “It’s a process”. It’s true, understanding how ideas are cultivated and developed into great creative executions is why I also say, ”Creativity isn’t a talent, it’s an obligation”.
It’s this obligation that most people never learn to respect and incorporate into their creative personal and professional lives. Every great artist, designer or director of creativity uses some sort of process, bringing successful appreciation or effective results to what they create. But how much time did they spend getting there? Or, did they use the same methods every time to achieve their goals?
Author John Maxwell, author of, Talent is Never Enough, writes, “The key choices you make – apart from the natural talent you already have – will set you apart from others who have talent alone. Talent + right choices = a Talent-Plus Person.” If you have read this book, you’ll know that he is referring to a 16-step process to recognizing and behaving in a way that takes your talent to new a level of value. His steps are not just about cultivating ideas, they are about understanding your abilities and being in-tune with them to reach farther to achieve peak performance – a skill that takes an obligated attitude.
Sure, I have a process. It’s a 9-step journey to uncovering insights and developing ideas. It is also a path to appreciating persuasion, respecting measurement and being in-tune to my creative balance – perspective and objectivity, including steps that allow for ideas to mature (incubate) and finally, understanding the difference between “execution” and “production” – there is a difference.
So if everyone uses a process, why is it that so few actually achieve greatness? It is this question that points to whether someone is seen as successful or valuable. Using a process can make you successful – just ask any ad agency. There have been many books written about process and the science of creativity. Removing subjectivity and adding a proven system for getting results differentiates one ad agency or designer from another.
It is when a creative person becomes so in-tune with their process that he or she pushes the aspects (the details) of that process to a commitment level more similar to an obsession than anything else. He becomes obligated to things like exploration, collaboration, measurement and the art of persuasion, thus becoming more valuable than others practicing the same process. Taking it to another level, this person incorporates balance in her life with other creative outlets of inspiration, helping to remove emotional bias and instilling clarity between their creative professional and personal life.
The difference between good to great shouldn’t be measured by success. Instead, greatness, associated with talent, should be valued by obligation and commitment.