- Design is a service, above all. – Contrary to popular design press, professional design work isn’t about pure self-expression or self-gratification. Nor is it about executing orders just to please a client. It’s about understanding clients’ problems and devoting serious time and effort to solving them — “creating value” for them and their customers (apologies for the cliché). Good service is the foundation upon which rewarding long-term relationships are built. Of course, recognition and praise are always welcome outcomes of the process.
- Design is a business, like any other. – The toughest lessons to learn about design revolve around business: contracts, finances, client relations, hiring, et cetera. Regardless of your role, being knowledgeable in the business side of design helps you work smarter and handle many on-the-job challenges with the big picture in mind. In the later stages of your design career, business savvy pays off huge dividends, so it’s never too early to start learning.
- Clients aren’t the problem. Misunderstandings are. – All too often, well-intentioned designers and clients end up at each other’s throats over easily-avoidable mistakes. Assumptions, misinterpretations, and other communication gaps can quickly grow into giant chasms as clarity and common grounding are sacrificed for expediency or “efficiency.” Communication skills are critical in all aspects of design work and life in general. As Steven R. Covey states in Habit 5 of The 7 Habits of Highly Effective People: “Seek First to Understand, Then to be Understood.”
- Creativity is more important than craft. – I like experimenting with software and cool “designy” effects as much as anyone, but I came to recognize early on that the capabilities design programs offer can actually constrain the depth and quality of solutions you develop. Proportionally speaking, getting to the core of a problem and generating solutions should occupy no less than half your time, and should involve generous amounts of investigation, exploration, sketching, rough prototyping, modeling, and experimentation. Simply put: invest in process before product.
- Be fast. Be good. But don’t be cheap unless it’s for a good cause. – Design work should be based on an agreement that is fair to both designer and client, a “value for value” exchange. However, a designer must be careful to maintain the balance between work expended and profit received. Making accurate project estimates is critical, as is constant communication with a client over the course of a project as time and budget are spent. When deciding on nonprofit clients and/or pro bono work, weigh the benefits and potential positive outcomes against the resources you’ll need to devote to the work.
- Back up every design decision you make with sound reasoning. – Design solutions don’t sell themselves; make sure everything from the high-level concept down to the finishing techniques you choose link together seamlessly. “Because it looks cool” or “because I like it” aren’t valid justifications for the choices you make.
- The devil is in the details. – Whether it’s the final files you’re sending to the printer, the e-mail you’re drafting to a client at a critical point in a project, or a big design presentation to win an account, you must vigilantly mind the details. Failure to do so (especially under a tight deadline or in the late evening hours) can be costly, both financially and professionally. Leave time for revision, and try to enlist the help of a fresh pair of eyes to cover your blind spots.
- Maintain professionalism at all times. – It may seem like a given in a field like design, but it’s astonishing how often professionalism is disregarded by designers, especially those just starting out. It spans everything from e-mails and written communication to telephone demeanor and face-to-face interactions. Professional conduct is less about being impersonal and stiff than it is about respectfulness, sincerity, and consideration in all business contexts. That means biting one’s tongue in the face of criticism, keeping a cool head under stress, and not letting conversations get too personal or casual with clients. We’re all human, but we should be mindful of the boundaries that define our role as designers.
- You never stop paying your dues. – I still have a hard time with this one, but I’m slowly coming to terms. At every stage in one’s career, there’s always a new challenge or obstacle to overcome: long hours to be logged, tight deadlines to meet, sensitive situations to defuse, new fires to put out. Waiting for the day when you can kick your feet up and reap the rewards of your success can ultimately lead to frustration. If you’re lucky enough to achieve such rare success in design, then congratulations. The best the rest of us can do is to persevere. Sometimes the payoff comes in ways you don’t expect.
- Broaden your horizons outside of design. – It’s a common trap to fall into: having lots of designer friends, going to design events, reading design magazines and websites, and doing mostly design-related things. A solid diet of design can quickly lead to staleness. Being a designer means participating in the world at large and pursuing diverse interests. By absorbing a range of experiences, you deepen your cultural savvy, broaden your visual vocabulary, and can carry more interesting conversations at design events.
Me: Why did you want me to ask you out again? Instead of the other way around?
Him: Because I want you to take control. If you asked me out, it meant that you wanted to do it, on your own terms. The worst thing for a person is to not be in control of what’s going on in their life. I wanted you to know that you can take control in your own life, in anything that you do. I wanted you to know that you have that option.
And this is why I love him so much.