DeckchairWhen is good design not good design?
Well, let’s try to define what makes a design good; I suppose a design can be ‘good’ if someone says that it is – so a validation of approval means that it works for that individual. But does approval from the right person makes it good? Think about controversial works of art like a Damien Hurst piece for example, you probably couldn’t get a more divided opinion on that!
Perhaps a design should be considered good if it succeeds at its purpose. A chair design for example has to fulfill a practical function i.e. not falling over when it is sat on. But the aesthetics of the design of the chair are a different matter and all people have different tastes.
It is the same for graphic design, a logo design succeeds when it projects the image and ethos of the company, it is distinctive, memorable, appeals to the target market and it stands out from its competitors. But I can guarantee that each person’s perception of what looks good and ticks those boxes will be different.
With any type of visual design the perception of whether it is good or not is totally subjective. People’s expectations will be different according to what their previous experience has been or what they have aspired to in the past. Take the London Olympic logo, someone somewhere along the line must have thought it looked good, but most of us think it is an absolute monstrosity. Perhaps it was a classic case of ‘too many cooks spoiling the broth’. So the question is; is it a good or a bad design? (Personally I have to say very bad!)
So picture the situation – a company approaches the graphic design company wanting a new image, their old logo looks like it came from the seventies and their brand needs a serious make over. After initial talks and discussions with decision makers the design company comes up with a stunning choice of logos for the client to have a look at.
Most of the panel like design number one, but the director doesn’t (it was his son who designed the old one from his bedroom during his gap year). He sets the designer on a new direction with the design (a visually painful one). But the Director ultimately has the final say on the company’s new logo and even if all around him can see that his choice is going to be detrimental to the company image, he forges ahead. Is his decision right or wrong?
I’m sure there are hundreds of graphic designers out there who have come across the scenario; the client is hell bent on pursuing his choice of design (for whatever reason) and then has the designer develop it further into even more of an eye sore. As a designer you can only do your best to fulfill the brief and try to guide the client in the right direction, but if they really won’t take your advice you can only wonder why they hired the services of a professional designer in the first place. Surely it was because you know the industry and have infinite knowledge and experience in your field.
So is a good design that the client doesn’t like, still a good design? Or is the poor design that the client does like, a good design? What do you think?
Toni
Related Article: Logo Design Trends