CAREERS: Comment - Design industry should nurture creative talents

One of the major problems caused by technological advances in the design industry is the difficulty in finding staff with the versatility to combine technical ability and mindset to use computers in the design process, with the creative skills associated with the traditional designer.

One of the major problems caused by technological advances in the

design industry is the difficulty in finding staff with the versatility

to combine technical ability and mindset to use computers in the design

process, with the creative skills associated with the traditional

designer.



Human nature seems to dictate that the technical thinker and the

creative thinker are worlds apart and are seldom found in the same

individual as their minds work on two different planes.



Technically minded people have entered the design industry on the fast

track because of their mental capacity to learn new software packages

and keep abreast of the advances in computer-aided design. However, it

is these people who, crucially, often struggle with the creative thought

process.



The current dilemma is that we are working in a design industry

frighteningly bereft of truly creative staff, which has an abundance of

average Mac operators purporting to be creatives.



As an example of this conundrum, how many of your design staff can

illustrate?



How many have the ability to think beyond the parameters of the software

packages that they work within? Is it possible that this is the reason

for much of the lacklustre design solutions currently seen in the

marketplace?



With the advent of digital media solutions, design for web sites and

interactive CD-Roms, are young creatives entering our industry going to

feel insecure about being able to find employment?



We need to seek out talent, nurture it and preserve it. Imagination is a

critical requirement when pitching for a new account and isn’t it our

creative interpretation of a client’s brief that differentiates us as

agencies?



If more so-called ’creative heads’ saw imagination as a key ingredient

to their role and sought to acknowledge this at all levels within their

own organisations, perhaps we would see an end to agencies advertising

for ’Mac operators’ instead of ’designers with Mac experience’ - and a

cultural evolution in terms of attitude to creative skill to combat the

technical revolution.



From my personal perspective as a designer, I feel duty bound to stay

true to the core values of design.



It is Freestone’s policy to proactively provide opportunities for

talented, creative people and encourage them to understand the value of

their imagination in the commercial world.



We have a training programme in place that ensures that all staff are

exposed to the latest market trends and developments, but I do believe

that it is a combination of these initiatives that has contributed to

our growth.



Stuart Freestone is a senior partner at Freestone Design Consultants.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message