A Design-Driven Culture - 01/05

First it was “Survive to 2005,” a paean to the belief that a dismal post 9.11, post-dotcom graphic design business would rebound mid-decade. And damned if it ain’t so: Hard data and anecdotal evidence reveal that the creative market has shaken off its stupor and is in the early stages of a full-on recovery.

To make matters better, there is a new slogan taking root: “Sublime through 2009.” Okay, maybe it’s not taking root yet; maybe just I made it up this morning in the shower. But the sentiment is real and fact-based. Respectable forecasters tell us that the graphic design industry is on an upward trajectory toward unprecedented size and prosperity by decades-end.

The basis for all this optimism is expressed evocatively by our 2005 People To Watch — leaders, influencers, newsmakers — inspiring us to start our 42nd year with an entire issue devoted to them. Next month, we’ll get back to regular coverage of news, people, events, business and products.

Of the many themes struck by the best and brightest, one stands out. That is: graphic design has a healthy future because it is ever more recognized and valued by the broader society. Jim Rivett observes that “design has attained an exciting level of credibility and influence in all aspects of society. Our culture is design-driven like never before.” Jon Ritt argues that in many major consumer purchasing decisions “design is the difference-maker... This is great for designers.” Peter Galperin sees a “profound change... in the very nature of the design business. Good design has finally become good business.” Paul Wharton notes that “today, successful companies realize that [design] is not just an indispensable marketing tool, it’s a process — a way of thinking.” Todd Weinberger states, “The public is more attuned to design... That translates into better business; companies are willing to spend more on design and students now see it as a lucrative career.” Adds Sandi Harari, “The public is more aware of graphic design... I mean, even my grandmother knows what ‘font’ means.”

As you will see, several additional themes emerge. Inspiration is found everywhere but least of all within the four walls of the office. Obsession with technology is giving way to a more balanced appraisal. Music is king and the iPod its servant. Great designers are intellectually curious, often adventurous (check out the skydiver), energetic travellers, and voracious readers. Families, especially young children, provide comfort and joy. Television watchers gravitate to The Daily Show, The Office, The Apprentice, The Simpsons, The Gilmore Girls, Buffy and the last place where liberals win national elections, The West Wing.

And it helps to love what you do. Jurek Wajdowicz quotes the Chinese proverb, “If you enjoy what you do, you’ll never work a day in your life.” Alexander Isley captures the collective spirit: “I’ve never liked board games and have never finished a crossword puzzle. Instead, a client coming to me and saying ‘I have this much time, this much money, and need to do this — I need help...’ That really is what I do for fun.”

The last word goes to Nessim, who refuses to make specific predictions about 2005, but says “something tells it it will be memorable.” No argument here.