ProblemGraphic Designers work invisibly as middlemenbetween the originators of a project and itsintended audience. Few laypeople can name asingle graphic designer, while plenty can nameother "behind-the-scenes" professionals likearchitects and movie directors.
HypothesisIn order to break free of this frustrating role asa silent communicator, designers must begin toparticipate as more than masters ofcommunication. They must take command ofand responsibility for the very outcomes oftheir projects, leading others through not justeffective communication, but rather leadingtoward the measurable change sought to beachieved by that communication.
EffectWith this added responsibility as leaders, bytaking a holistic view of their designs and addinga component of measurability of effectiveoutcomes, designers can evolve their professionbeyond one of being graphic aestheticians whohave no concern with or follow-through toﬁnal results.
Creative References“The designer… has a passion for doingsomething that ﬁts somebody’s needs, but thatis not just a simple ﬁx. The designer has adream that goes beyond what exists, ratherthan ﬁxing what exists… the designer wants tocreate a solution that ﬁts in a deeper situationalor social sense.”– David Kelley, Founder of IDEO, in Bringing Design to Software by Terry Winograd
Creative References David Plouffe Chief Campaign Manager for Barack Obama’s 2008 presidential campaign "Plouffe was the mastermind behind a winning strategy that looked well past Super Tuesdays contests on Feb. 5 and placed value on large and small states." — Chicago Tribune
Creative References Dave Eggers Graphic Designer Author, Screenwriter Founder of McSweeney’s independent publishing house Co-founder of 826 Valencia and 826 National, a nonproﬁt writing and tutoring center for kids and young adults