“If people could stop looking at my boobs for just a second, they’d realize how smart I am.”
Maybe you’ve heard this, or something like it, from a beautiful girl in a bar. Problem is, she’s got really, really great boobs. And, sadly, she isn’t any smarter than the rest of us.
According to Michael Bierut, designers are kinda like this. Here’s a little snippet from his recent post in the Design Observer:
We want to be seen as more than mere stylists, we want to set the agenda, to be involved earlier in the strategic process, to be granted a place at the table. In short…we want to be taken seriously.
Like many designers, for years I used a tried-and-true tactic to hoist my way up the respect ladder, a technique I will here call Problem Definition Escalation. If you’ve listened carefully to the lyrics to “Gee, Officer Krupke” in West Side Story you already know how this works. The client asks you to design a business card. You respond that the problem is really the client’s logo. The client asks you to design a logo. You say the problem is the entire identity system. The client asks you to design the identity. You say that the problem is the client’s business plan. And so forth. One or two steps later, you can claim whole industries and vast historical forces as your purview. The problem isn’t making something look pretty, you fool, it’s world hunger!
Well said. He goes on to say that those who are blessed with the ability to make things look beautiful should embrace that. Absolutely. Do the thing you’re good at, and don’t do the thing you’re not good at. But we don’t think beauty is what design is all about.
Design is about making shit that really works. And depending on the project, beauty may or may not be required. The problem is that the people who hire designers get blinded by the beautiful surfaces of design and fail to appreciate the substance. And designers who stand up for the substance often frame it in a way that leads them out of their area of expertise (Business strategy! Brand strategy! Marketing strategy). In other words, when designers fight for a place at the big business table, they mostly end up sitting in the wrong seat, and someone with very little business experience winds up making big business decisions. Yikes!
What design really has to offer at that table is not a leadership role. It’s one of guidance. Designers are masters of the creative process. They’re able to approach problems from multiple points of view, to discover biases and blind spots, to question assumptions, and to find new ways of thinking about old problems. That’s some powerful shit.
So if you want people to appreciate you for your brains instead of your boobs, stay true to the thing you’re good at.