Keep Calm and Trust Your Designers Lauren Nelson | July 26th, 2016
So you need some design work done. Maybe you need a logo. Maybe your website needs a facelift. Maybe you’re putting together an important presentation for a conference. In any case, you need someone to help make things look great.
The first step is acknowledging the need. Bravo — you’ve done that! The next step? Letting the designers do their job.
A company may engage any number of contractors and freelancers over the years to help them advance their brand. They’ll hire SEO firms and PR teams and content creators. They’d never dream of telling the SEO expert how to do their job. Designers, on the other hand, are often treated entirely differently.
Can we make that font bigger?
Let’s add a gradient here! No — drop shadow!
Eh, I’m just not… feeling it.
Companies have no problem telling designers how to do their jobs, and they frequently feel justified in it. Why? The (misguided) answer may be found in art philosophy.
We can’t necessarily technically explain why we like or dislike a piece of artwork, but we know it evokes certain feelings, and we use those feelings to form opinions on the quality of the art in front of us. This is what British art critic and philosopher of art referred to as evocation of “aesthetic emotion.” The argument, essentially, is that technique doesn’t matter if the end result doesn’t strike a chord with the viewer.
Companies often extrapolate that framework of evaluation — even if they can’t articulate it — to the world of graphic design. After all, graphic design is a form of artistic expression, right? So relying on “feels” to make strategic choices about design makes sense, yes?
Not really. Read the rest of this post »