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.

Part of the success for freelancers is to manage a “relationship” with clients that is mostly professional but has a slight personal level. Because every client is different, it is quite difficult to know how personal one should be with their client. But if you are passionate about design, you will become close friends with your clients.

Balance

Countless blogs, books, articles, etc. mention this “balance” of professionalism and personal acquaintance. Almost all of them state that if a designer becomes too personal with their client, the client can take advantage of the designer in terms of negotiation, deadlines, and workload. But a strong, dedicated, and passionate designer will be able to tell a client (friend) no.

If a designer is not close to his or her client, telling them no could be difficult. Being honest with them is not easy.

Design is a Relationship

The closer a designer becomes with the client, the better quality the designs will become. This is where “Design is a Relationship” comes in. Design is a constant non-linear cycle. The design process involves communication between the designer and the client. If that communication is muddied by professionalism, the quality and richness of design is hindered.

Alienation

A common argument is that the designer shouldn’t “alienate” their clients by trying to become too close. A good designer will naturally be able to attach to their client. After the first meeting/communication, treat the client as if you are hiring them instead of the client hiring the designer. Can this client work well with you? If they can’t, don’t make a deal.

I know we all strive to make a dollar. But a designer should know not to accept every offer from every potential client. The goal for a real passionate designer is not to make money, it is the expression of creativity.

In just over a month, I’ll finally be graduating after four-and-a-half years of college education. That isn’t bad compared to some of my colleagues who have been in college for five, six, seven, even eight years.

The Graphic Design program at the University of Minnesota is not a bad program but it isn’t good either. Let me start by saying that every professor/instructor I’ve had in the design program have been extremely helpful in my design education. I’m not bashing them nor the University of Minnesota. Instead, I’m criticizing design education in general.

Here is why design education sucks:

1. Instructors and Students are too nice.

2. Design is subjective, so is the education.

3. Bad design habits are picked up quite easily.

4. Experience is much more valuable.

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