The Importance of Designers

Shake Shack in NYC is a great example of good design in a business. (photo credit: www.shakeshack.com)

Designers, as I see it, have an enormous responsibility in this world. They alone serve as the face of a brand, product, service, or person. They are detached from that particular business and yet integrally a part of it as well. They often claim no part of the quality of a product, yet determine in many cases its entire vitality.

A great product with the wrong designer behind it could spell doom for that product's future. Conversely, a small, unknown product can be propelled to new heights if presented in the right way. Everything rests on the  presentation. And every so often, we are treated with the perfect match of a quality product backed up with a designer and marketing strategy that is pure art.

So for better or worse, a designer must understand the weight that is on his or her shoulders every day. He is the last stop between the mammoth amount of work that goes into creating a business or product and the consumers themselves.

The very best in this industry understand that reality and embrace it. A great designer will be empowered by this trust and view every new client as an opportunity to create something special and unique, rather than simply doing a job. A company like Shake Shack in New York City are a great example of that behavior. Rather than fall into the same rut of every other burger joint marketing campaign, they shook things up a bit. They created a look that is visually stunning, pop, and classic all at the same time. Traits that are synonymous with any great design work. And so as tasty as their product may be, I believe strongly that they owe so much of their success to the presentation itself. They now stand apart from their McCompetition.

So don't be lazy. All designers should take a new job with vigor and excitement. Don't fall back on the status quo of that industry. Rather, look at that industry's history. Learn about where it began and what you can take from it. Look to other design influences as well, even in completely different lines of work. And most importantly, try to stand out from the crowd, rather than blending in with the scenery.

Greatness is not shy or typical.

- Future Boy