Design Practice Myths
Just returned from the design summit… It was great to see a galaxy of highly articulate global speakers and wonderful arrangements. It reflects the commendable organizational efforts behind it. But, as Bala put it, it was designers’ affair and one missed the balancing effect that better industry participation would have brought (specially if CII is involved and the event is six years old, it is not asking too much). Probably this being a very first year where designers really got involved in the event in a major way, once can expect a better deal next year.
In the session where practicing designers spoke on the state of design in India, a pattern emerged on the outlook, that is a very positive indeed. Here are some issues that keep coming up in any discussion in the contemporary design scenario. Here is my opinion on these issues (not in the order of priority)- any expansion, disagreements and comments are welcome-
1. Business of Design is a bigger challenge than Design.
When designers have to get into basics of numbers, look at the balance sheets, go through legal deeds and understand the language corporate world speaks, it appears to be a ‘departure’ from ‘design’. One need to understand that once we launch on the route of design entrepreneurship, we are ‘designing our business’ as well and there is equal challenges and creative learning that is needed in this. All the professionals who move up the corporate hierarchy and assume some very senior positions, some times itch to hold the pencil in the later part of their careers (we have interviewed some of them at Onio). There is a different design wisdom at that level which has different relevance and value. It would only reflect once we walk towards the design-mature economy.
2. Scaling up of design business, usually results in dilution of design quality
Yes and no. Are we looking at ‘art’ or ‘design? When Infosys talks of having process standards for design, speed and scale that almost reeks of ‘software world’, there is usually a chill in the spine. Why are we so scared of losing the touch of all that is ‘sensible’ and ‘sensitive’ once the scale goes up? Why have we become so comfortable with ‘organic’ ‘family like’ small setups where everything is ‘withn control’ and cozy. Sure there is a way to co-exist for both the models- small and the big. World over, design companies have not been able to do the scale-up act. Even IDEO’s expansion to 5-6 locations across the world is purely incidental (that’s what Banny told me). Doesn’t the new world order in favour of emerging economies demands a new ‘design order’ as well?
3. Designers can change the world, but we don’t get enough attention/patronage
Yes, we have all the right thinking and tools that can bring revolution in the way our life-style, society and economy can gain and reach the zenith of civilization. But to make our presence felt, there needs to be individual successes first. Some bright soul who dares to take on these institutions (politics, industry, industry bodies etc.) on equal platform, speak and prove the ‘relevance’ of design, can bring deliverance to design fraternity. It may need more Sam Pitroda with powerful friends like Rajiv Gandhi. Collective discussions within us, is just the beginning, but we need glory in the field of action, rest will happen.
4.Only designers can do the creative thinking
There is almost a disdain for the other professions like management (MBAs) or Businessmen etc. I believe that seeding an orgnaisation and integrating all the right ingredients (including design) for its success for the stakeholders, is one of the biggest design challenges. Marwari, Punjabi and Gujarati entrepreneurs were probably brightest ‘business designers’ without any degrees, who went amongst strangers, studies their cultures, became one of them and successfully ran the businesses that laid the foundation of India’s global presence. Creative synthesis and Systems thinking, the two qualities that differentiate design discipline from other streams are sometimes inborn qualities amongst many. ‘Visualisation’ is the only element that is skill oriented and needs some training.
5. There is fortune at the bottom of the pyramid, we know, but right now we need to milk the ‘creamy layer’
Concept of working for SMEs is something that always raises issue of ‘subsidies’ and almost ‘charity’. Our own (Onio Design’s) brush with SMEs has not been an illustrative one. But this is my belief that there is a bigger paradigm to be unearthed. Here smaller design fee/royalty revenues can collectively become a fortune, if the processes of design and delivery can be designed well.
In the session where practicing designers spoke on the state of design in India, a pattern emerged on the outlook, that is a very positive indeed. Here are some issues that keep coming up in any discussion in the contemporary design scenario. Here is my opinion on these issues (not in the order of priority)- any expansion, disagreements and comments are welcome-
1. Business of Design is a bigger challenge than Design.
When designers have to get into basics of numbers, look at the balance sheets, go through legal deeds and understand the language corporate world speaks, it appears to be a ‘departure’ from ‘design’. One need to understand that once we launch on the route of design entrepreneurship, we are ‘designing our business’ as well and there is equal challenges and creative learning that is needed in this. All the professionals who move up the corporate hierarchy and assume some very senior positions, some times itch to hold the pencil in the later part of their careers (we have interviewed some of them at Onio). There is a different design wisdom at that level which has different relevance and value. It would only reflect once we walk towards the design-mature economy.
2. Scaling up of design business, usually results in dilution of design quality
Yes and no. Are we looking at ‘art’ or ‘design? When Infosys talks of having process standards for design, speed and scale that almost reeks of ‘software world’, there is usually a chill in the spine. Why are we so scared of losing the touch of all that is ‘sensible’ and ‘sensitive’ once the scale goes up? Why have we become so comfortable with ‘organic’ ‘family like’ small setups where everything is ‘withn control’ and cozy. Sure there is a way to co-exist for both the models- small and the big. World over, design companies have not been able to do the scale-up act. Even IDEO’s expansion to 5-6 locations across the world is purely incidental (that’s what Banny told me). Doesn’t the new world order in favour of emerging economies demands a new ‘design order’ as well?
3. Designers can change the world, but we don’t get enough attention/patronage
Yes, we have all the right thinking and tools that can bring revolution in the way our life-style, society and economy can gain and reach the zenith of civilization. But to make our presence felt, there needs to be individual successes first. Some bright soul who dares to take on these institutions (politics, industry, industry bodies etc.) on equal platform, speak and prove the ‘relevance’ of design, can bring deliverance to design fraternity. It may need more Sam Pitroda with powerful friends like Rajiv Gandhi. Collective discussions within us, is just the beginning, but we need glory in the field of action, rest will happen.
4.Only designers can do the creative thinking
There is almost a disdain for the other professions like management (MBAs) or Businessmen etc. I believe that seeding an orgnaisation and integrating all the right ingredients (including design) for its success for the stakeholders, is one of the biggest design challenges. Marwari, Punjabi and Gujarati entrepreneurs were probably brightest ‘business designers’ without any degrees, who went amongst strangers, studies their cultures, became one of them and successfully ran the businesses that laid the foundation of India’s global presence. Creative synthesis and Systems thinking, the two qualities that differentiate design discipline from other streams are sometimes inborn qualities amongst many. ‘Visualisation’ is the only element that is skill oriented and needs some training.
5. There is fortune at the bottom of the pyramid, we know, but right now we need to milk the ‘creamy layer’
Concept of working for SMEs is something that always raises issue of ‘subsidies’ and almost ‘charity’. Our own (Onio Design’s) brush with SMEs has not been an illustrative one. But this is my belief that there is a bigger paradigm to be unearthed. Here smaller design fee/royalty revenues can collectively become a fortune, if the processes of design and delivery can be designed well.
Posts
Leave a Comment