First Things First 2000

In 2000, designer and commentator Rick Poyner has once again challenged graphic designers reinstating Ken Garlands 1964 manifesto. Poyner expands on Garland’s previous idea of “rejecting crass and ugly commercialism” when he states, “ It is no exaggeration to say that designers are engaged in nothing less than the manufacture of contemporary reality….”. He discusses many key beliefs designers are imposed with today. As truthful some may be, are they comforting to graphic designers? I don’t believe so.
The market may reward you when your book or publication reinforces your design per say. But, once again, what is the meaning behind the design? What purpose does it serve? Is there any meaning behind the design or just money to pay the bills? Commercial work has become what designers do. The world doesn’t see the capabilities, the time or energy, the skill. It just sees the product. The world uses the product, not the label or idea in the ad. Marketing, advertising, branding and commercial messages are inferior to larger issues designers can solve. There are important messages that should be concentrated on such as culture, education, social groups and charitable causes that would benefit from design expertise as well as make a difference in our world. Consumerism can’t continually be the only focus of designers. Other perspectives need to be explored to give design meaning and more of a broad and diverse audience.