Thinking out Loud :: The argument for well thought, strategic design

This is a post that I’ve debated hitting the “publish” button on because it’s becoming a hot topic among the design community, both for and against. But I feel that it’s only fair to share and voice an opinion, as such—I feel there’s a strong argument to be made, because of the passion I have for my craft and the desire to see it move forward successfully into the future.

iStockPhoto (a Getty company) recently announced that they would begin selling stock logos in addition to their widely popular offerings of photography. For anywhere from $100 to $1,000, already-created logos will be available for purchase and download for consumer use. While iStock can be an excellent resource for creative elements, this move by the company creates a sense of what I would call the “Wal-Mart mentality” :: where boutique, customized solutions are unnecessary—where an answer is good enough because it’s cheap.

It’s also another example of how crowdsourcing is deteriorating our design industry. Designers who are willing to create work on spec (for no pay) undermines those of us who strive to create thoughtful, purposeful design solutions for our client’s specific needs. It really hurts our industry in two ways—by lowering the perceived value of our work, and also hurts the individual designers who are being grossly taken advantage of for their one-size-fits-all design.

As a member of AIGA, I think it’s important to consider their position on the matter ::

[iStock's announcement] “…is counter to the professional ethos of design, since it results in design being created without a clear understanding of its purpose and effect…The real losers, however, will be clients who will not receive the strategic value inherent in a successful design or branding engagement, in which designers do not guess at visual options that might be acceptable, but rather counsel enterprises on how to embody their brand values visually and differentiate their product.”

What successful brands are made of is research, client input and strategic thought to arrive at the best possible solution.  Knowing who you and your company are as a client—what your brand’s challenges, strengths, purpose and ambitions are—are the pieces to creating successful brand execution. And, quite often, the right solution can be arrived at on a reasonable budget. By someone who cares about you and seeing your business succeed.

(Photo credit: The Donut Project)

Updated to add :: I’ve thought even more about this since…and the case is exactly the same for boutique, custom photography. Why would you let a one-size-fits-all photographer capture something so intrinsically unique about you, your special someone or family? Just like with creating a unique brand, great photography tells who you are, not just what you are.