communication design part 2
As a follow up to my article on Communication Design, which related to my discovery of the term, I Googled it to see what its current status was in the industry and who was using it.
The top result is a definition:
From: Wikipedia
Communication design is a mixed discipline between design and information-development which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people. A Communication Design approach is not only concerned with developing the message aside from the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience… Its process involves strategic business thinking, utilizing market research, creativity, and problem-solving.
New York’s Heller Communication Design, Richmond VA’s Communication Design Inc., and Vancouver BC’s Metaform Communication Design have integrated this term into their names but their websites offer little in specifically defining the term for their clients – outside of the services they offer. Perhaps it is not even necessary.
But who, as individuals, are calling themselves Communication Designers, besides myself?
The Society of Graphic Designers in British Columbia asked that very question. Responses were mixed with some commenters suggesting that using the term Communication Designer is more confusing that the more universally understood terms “Graphic” or “Visual”.
One respondant, “Cat”, says:
Google ‘Communication Design’ or ‘Visual Communication Design’ and you’ll find that schools already have degreed programs in place, and have had for years.
Meaning our industry is filling up with students who will not be familiar with being called ‘graphic designers’, but are sporting ‘Communication Design’ degrees.
There’s more, and the comments are definitely worth a read, but I wonder due to the broad definition of the term, if using the term Communication Design will take hold faster as a corporate term, a service offered, rather than as a description of what an individual does for a living.
Many artists: ‘graphic’, ‘web’, and ‘production’ have worked in single mediums for years, or have not had a broad range of experience but nevertheless remain competent and even expert in their niches. So the broad ranged term Communication Design might not apply to them as much as it may apply to the total range of services their firms will offer their clients.
If an artist can look upon their career, experience, industry knowledge and abilities and see a broad range of experiences, projects and challenges spanning many media and mediums then perhaps they can be comfortable calling themselves a Communication Designer, but they should also be prepared for and comfortable with explaining the term and what it means to the clients who may wish to hire them.
The explanation may boil down to saying: “I am a Graphic Artist who offers Communication Design services.”
They key, for me, seems to be “Cat’s” response on the SGD site. It lies in the schools. The next generation of artists will have to be savvy with more ways to communicate, market and sell than were dreamed of when I was at school. As the people at WhyHire.me suggest, a integrated approach to personal marketing for new graduates will involve the marriage of social networking, personal branding and personal experience. This could also apply to corporate marketing. This integrated multi platform approach to branding seems to fit in well with Wikipedia’s opening statement on Communication Design:
Communication design is a mixed discipline between design and information-development which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people.
Terms come and go but we must shift with the times, and not get left behind. My closing advice: Keep on top of it and ensure that your own personal marketing as a “Whatever” Artist remains clear, up to date and relevant.
david
January 24th, 2009 at 1:49 am
I’m actually doing the very thing you speak of here. My search on defining ‘communication design’ had produced the same results leaving me a bit perplexed. I did, however, stumble upon these short article on the subject which brought much clarity to the subject. I now see it communication design as more of a process and less of a product. Here is the link: http://www.adcmw.org/paul_nini.html
Abe
thesoulcreative.com
January 27th, 2009 at 10:58 am
Thanks Abe, that was an interesting article and definitely worth a read. I have to agree with his analysis that many designers focus on form (the design) and not the process (finding the right design through research and anaylsis). The advent of desktop publishing brought the ability to create the “form” into the hands of the masses and lessened the professional “process oriented” nature of the industry, driving prices down and client expectations up. It is partly up to us to slow this sprial, and I think the schools addressing the future of our industry, teaching the processes and accrediting the industry with Bachelor and even PH.D programs (Institute of Design at IIT in Chicago) will eventually move our field in the right direction.
March 24th, 2009 at 10:49 pm
I just now saw your feedback. Glad you liked the article, its one I refer back to on a regular basis. I think one of the major challenges will be in teaching ourselves (the industry) why this is a crucial point.
Are there any new insights you’ve learned in regards to this issue?
March 24th, 2009 at 10:52 pm
I meant to ask you about this. Are you familiar with Beyond Graphic? Check it out here: http://www.beyondgraphic.org