The digital age of graphic design: What a computer can’t do for you.
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Paper and pencil, set square and drawing board: Can you believe once upon a time graphic designers actually used these tools to create? (Gasp) It’s true. There was no other way.
With the advent of the computer, graphic design as a profession changed – drastically. Not unlike many other professions. For graphic design, creating on a drawing board by hand, was then handed over to a machine that could do it for you. Sounds great right? Well, as we all know, it was not quite that simple.
What is a computer? By definition it is: one that computes; specifically: a programmable usually electronic device that can store, retrieve, and process data.† That’s it. That’s all it does. Just simple, logical organization of information. These electronic devices are programmed to do we want them to do. They are engineered to make life easier by their ability to carry out commands that we give them. The rest is up to us. Take this graphic design blog post as an example. I typed these words into a computer. It then processed the information with a few simple commands that I gave it. The computer can’t think for itself, it needs me to tell it what to do. It doesn’t know what I’m going to say, or how I’m going say it. It just stores the information.
Yes, we all love Apple. Something that once took days can now be accomplished in hours. Yes, we now have the ability to ‘undo’. Undo deserves a blog post of its own – that little command has saved us all on countless occasions. Yes, we can create multiple options. Designers can now more freely experiment with different styles, colours, layouts and work on approaching the design from different angles, resulting in varied solutions to the same problem. Yes, it has reduced costs in regards to production. The skill set of a graphic designer now often includes ‘production expertise’. This has evolved the role to integrate, typesetting, digitally imaging and software knowledge. The final product is neatly packaged on a digital desktop.
As I said, the computer has changed graphic design drastically. If it is understood and used properly, it can greatly enhance the outcome of our work. It has facilitated great leaps in the industry and added new dimensions to what is possible. Although, I find sometimes people lose sight of the fact that, the process of designing itself hasn’t changed at all. A computer can’t design it for you.
The computer can be compared to paper and pencil. A great line from my Creative Director goes a little like this: “Computers do nothing for someone who doesn’t know how to use them and everything for someone who does.” Agreed. It is simply a tool and a graphic designer it does not make.
What do you think? Let me know your thoughts…
†http://www.merriam-webster.com/dictionary/computer
About the author
Lindsay Sleightholm is a fireball of creative passion who is committed to brilliant design and client satisfaction. An unrelenting perfectionist with 8 solid years of design and production knowledge for print-ready creative, Lindsay is an intrinsic part of the creative process from conception to delivery.
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Lindsay, I echo your comments. Another thing that computers cannot do for, and actually detracts from, the designer is having and /or developing a core base of truly individualistic design styles, themes, and signature qualities. As design work was created from the drafting board, pencil and paper up, it more accurately reflected the designer’s sensibilities and afforded them the hands-on opportunity to carefully scrutinize and add to the evolution of the design as it proceeded through the various production stages to final form. It also created a more dedicated sense of commitment to the design as their involvement was of a deeper nature. This closer personal connection created a more powerful projection of the design’s message and solution, guided by the designer’s expertise and vision.
This of course was only evident in the designer’s output who gave a damn about their work. Plus, you had to have the talent “chops” to really start off right. Too many designers, back then, coasted on the lazy notion that clean edges, top notch dark room results, proper presentations and great printing would make up for their so-so skills and lack of dedication. This in part fueled the constant replenishing of some studio’s over-dependency of the newest, most cutting edge tools and processes, pushing that to the world of clients in order to seem to be on the forward edge of design. The great thing that computers have done is level the playing field in that respect. You no longer need a full supply closet, typesetting machine, camera dark room, airbrush station, etc. BUT, what you still need is those basic, core skills. Actually, now more then ever.
There should always be for the designer, first and foremost, a steadfast commitment to improving their core, basic skills and knowledge. Layout, composition, command of color, problem solving, idea generation, communication, empathy, marketplace awareness, creativity…. you get those skills in place, pick up a pencil and the computer is just the next tool in line.
Scott,
Thank you for sharing you views – well said. I came into the industry after computers and can only speak of my own experience with them. I’ve since been shocked and seen far too many people along the way in my career struggle to ‘design’ solely on the computer. When you try to art direct these people, or simply ask them what the direction/purpose of their design is, they don’t seem to know. There is no thinking involved… just execution of something they don’t understand.
I guess any design instrument or tool: pencil, paper or computer can be used as a crutch by those who don’t have the talent as you say. It is surprising for me to hear that even in the pre computer era there were ways to get around what you didn’t know.
I agree, we need to keep up with our own skills and knowledge. Perhaps eventually those of us who are truly committed and passionate about what we do will start to stand apart and get a leg up on the rest?
Thank you for your kind words about my comment. The lack of depth you’ve witnessed in your experiences is sadly due to the ignoring of history. One of the best qualities of nearly all my college classes was that the instructors always included a healthy dose of both recent and vintage history of the class focus. In the advertising classes we studied how advertising evolved over time starting back in the 1800′s. Showbills, posters, banners, wagon signs, shingles, early newspaper ads, magazines, TV ads, etc.
In graphic design and illustration, we were sent into the library to pick out different examples from past decades and emulate them, breaking down their elements and explain what worked and didn’t work.
We also learned how the various technologies of different time periods influenced design with both their innovations and limitations. All in all, very fascinating and a real eye opener as to what to always keep in mind when exploring solutions. Steer clear of fads, gimmicks and trends of the day and focus on solid, proven timeless principals. A good ad works now … a GREAT ad will work in ANY time period.
Hear Hear! Excellent advice Scott! My training had a similar approach – to expand our awareness of the world around and also of what/who came before us. Here’s a link I thought might be of interest. It’s an interview with Wim Crouwel and his perspective of the industry now and then…
“Wim Crouwel’s advice for young designers”
Lindsay, I’m enjoying this discussion. Turning on a stove doesn’t make a chef, turning on an engine doesn’t make a driver, turning on a computer doesn’t make a designer.
Forty years ago I started out as a graphic designer – and yes, you might say things have changed. Then, rendering was the only way to get a concept out of your head and onto the paper. We studied calligraphy first, hand lettering, then typography. We needed marker rendering and illustration skills, could use the stat camera, do paste-ups and mark-up type. Then the computer came along and we learned how to use that too, though not very willingly.
Great design will always be great design but I believe that having to acquire an arsenal of skills before even starting out engendered a special passion and respect for our art. The long business of being an apprentice and a journeyman and then a master has gone but the kind of dedication required to learn a craft that way meant a lifelong respect for that craft.
There are still fabulously creative people who know how to use all the tools available to them and constantly work to expand their range. The young designers I see today who are truly talented and dedicated have learned all those old skills but… have mastered them in the form of their electronic equivalents. But it’s still an advantage to be able to pick up a pencil (or an iPad) and quickly sketch out a concept during a discussion. You still need to be able to communicate your ideas verbally before you start to render them.
Instant gratification has affected our atitudes in so many arenas but some things still require time and effort and determination. Turning on a computer doesn’t make a designer, well not yet anyway.
Thanks for sharing your experiences and perspective D.H. I must admit, I am a little envious of your hand rendering days! Kudos to you and Scott and every other designer who overcame the challenges the computer introduced when it first arrived in the industry.
Too true – with respect for the process comes great design. It’s evident through the work when a designer is passionate about what they do. The message is clear and it resonates with the audience.
In addition to the greater time restraints this digital age has afforded us, I think another challenge we face today is to hold onto our passion and respect for what we do – wherever we found it – in spite of our tools.
Interesting article, Lindsay, and great discussion. Obviously you hit a nerve.
This takes me back to the days when my wife was a head of pre-press in a major printing house. She was managing the work of some 20+ people: typesetters, scanners, film strippers, plate makers, etc. The computer made pretty much all of those professions obsolete. Sad but true. Today, most of those lost skills are in the hands of the designers.
The designers back in those days used to sometimes bring their designs on a paper napkin, and it was up to my wife to realise those ideas into actual printed piece. On a few occasions I was one of those designers with a napkin idea.
Yes, you can argue that some of today’s designers may lack those manual skills, but it can also be argued that the designers today also have to be much more knowledgeable and understand things like CMYK vs. RGB, trapping, and dot gain. And I haven’t even touched on the skills today’s designers need to design stuff for online: websites, blogs, etc.
When I read a book I like to touch it, and I guess that makes me old-fashioned. But I also own a Kindle, because there are books I read for information only, and I am unlikely to keep them for more than a year of so. With the Kindle, I save a few trees from being turned into paper.
What I’m trying to say, there is place for both new and old. Tools are just that: tools. A great designer will create cool stuff using any medium.
Thanks Boris! It seems that I’m not the only one with an opinion on this subject.
As designers, we tend to get wrapped up in work so to speak. Although design is based on rules, mandates, target markets, focus groups, trends, non-trends, pop culture and society at large – it still manages to have a little piece of us (as the designer) quietly or not so quietly mixed in with the end product. Touching on the emotions of a graphic designer is not unlike throwing a basketball at a dart board – you’re bound to hit something!
I agree with you, today’s designer needs to possess more than design knowledge and the ability to communicate visually. We also need to have the foresight for the intended media, how the design will translate to each format and the production/technical knowledge needed to execute final graphics wherever they are intended to live. That is why we are constantly learning. We are not necessarily just learning to better our design knowledge and boost our creativity, but also the ability to carry out the message of the client to any media.
There is now and will always be a place for new technology in graphic design and vice versa. One must not be without the other in order to survive – not unlike any other industry. The two now need to live hand in hand. Within any media, creative strategy and great design is now more important than ever, as Scott touched upon. In order to stand apart amongst the constant inundation of messages we as professionals and consumers alike encounter every minute of everyday, every business needs greater clarity of message towards whom they are targeting and strength of brand simply to be part of what is current. It’s not an option, it’s a must.
That said, great design, and creative will always be a human element. It comes from the heart and the head, and not in the tools. That, I’m willing to bet on, will never change.