Projector

An issue has come to light since joining Projector from university. Due to me being fresh from university, with a few short placements under my belt I didn’t exactly have a great deal of experience when it came to understanding Graphic Design and it’s relationship with business.

I’m firm in the belief that adding a business relations section to a university syllabus would do nothing but benefit a Graphic Design course. There were briefs which asked you to creatively solve problems for businesses. However, there was no direct contact with said businesses or negotiation as the briefs were not live. This needs to change. Not only for the benefit of designers developing their skills to really push forward the industry in the future, but for business students to gain insight into how creativity can aid a burgeoning brand. 

It would certainly aid the UK in developing a competitive and driven economy. Businesses will thrive and flourish working in tandem with creative and specialised services. This is very relevant in today’s world but in particular, tomorrow’s. In the future businesses will have a seamless relationship with design studios. We need to concentrate on building and nurturing the relationship between technology, business and creativity. 

In this day, companies do know about creativity but ‘aren’t really sure where or how it can be used in their business’ and can’t identify it’s role in meeting the challenges they face. They also lack confidence in the investment in the time and especially money into new avenues. Despite this, recent economic circumstances have led to design being perceived as a very powerful tool in the current climate. Investing in design can give a business that competitive edge who have reduced their marketing budget when making cut backs. It can elevate formerly tired and flagging brands, products or services, revitalising and making them appear more dynamic, buoyant and perceptive. 

Over 54% of firms in a recent Design Council survey signalled that spending on design would contribute to giving them a competitive edge in the recent downturn. In a separate survey 53% believed that design had become significantly more important in acheiving their objectives in the past 3 years. The same number agreed that design was integral to the country’s future economic performance. American Express chief executive Ken Chenault told Fortune Magazine: ‘A difficult economic environment argues for the need to innovate more, not to pull back.’ 

In summary, creativity needs to be pushed forward, not held back. I’ve come to realise that students should be encouraged to develop a wider view of how their specialism fits into the bigger picture, whether it be concerned with design, business or even more holistic views toward social concerns. Creative thinking can unlock left hand brain thinking in many aspects of life, fashioning aesthetically pleasing but practical ends.

Today Projector are listening to: Best of Tom Jones (Platinum Collection) ….and loving it.