As mentioned on countless areas of this web site, I recently graduated from the University of Minnesota with a degree in Graphic Design. I always tell people I’m a designer, not a graphic designer. The art and science of design doesn’t just include images and text, it rather includes environment, interactivity, emotion, and so much more.

I was recently asked, what makes a designer successful? I compare the path to a successful design/project to that of an actor in a role for a Hollywood movie. Look one of the greatest actors, Russell Crowe. Colleagues of Crowe realize they have to take their roles seriously because he lives in his role to the point where he actually becomes the person portrayed. Design is the same thing.

When a designer receives a project, part of the design process requires research and an identification of the target audience. Design is, essentially, a communication with the audience. If a designer does not understand his/her audience, the overall project or design will fail.

A designer has to live the role of their target audience. For example, a recent student project I worked on involved designing a campaign for the country of Norway. My target audience was young skiers from urban areas in America. There were many factors that combined to really help this project be successful. I was a young skier, so I understood the audience. But environmental factors played a role. It was winter. So I immediately was thrown into the cold/snow/ice mode.

I spent many hours in the local ski shops, perusing ski resort web sites, interviewing skiers, and even just hanging out with people from the target audience. If my audience was businessmen, I would spend my time downtown. I would be hanging out at the coffee shops in the skyway systems, having a drink at the expensive bars, and walking around during the lunch hour downtown.

To create a successful design, you have to live the experience of the target audience. To be a successful actor, you have to become the role on so many different levels.