As the final year of the old millennium passes, we have witnessed an incredible growth in visual communications.
The last few years have seen over saturation of graphic devices that have numbed the very viewers we try so hard to reach. The advertising community has become so obsessed with print and motion graphics that it seems many designers find themselves speaking to other designers, rather than to consumers.
So, where does the industry go from here? I look forward to seeing more designers challenge themselves to communicate in a more effective, yet provocative, manner.
For me, the goal has always been to challenge viewers (a more intelligent group than they get credit for), and to teach them a new vernacular of visual communications. Hopefully, more companies will do the same.
My hope is that all broadcast designers will attempt to put reason and purpose back into their design and continue to leave the lifestyle approach and design-for-design’s-sake methodology behind. That’s why I am inspired by so many rogue designers who are making headway into new methods of communication, while still holding onto the viewer.
The most fundamental part of moving forward in our profession is to let go of our pride, and unlearn all the insignificant elements of our theories. I believe we must move forward with "I don’t know" as our motto.
Without this philosophy, we are walking with great strides in an unlighted room. It is important to be cautious and patient as we approach new thinking. We need to feel around for obstructions and to find the clearest path to our solutions.
As each new project comes our way, we should be seeking new ways to approach the criteria given us, and to utilize our clients as partners in our relationships. As much as we are interviewed by our clients, we must do the same to them. Collaboration is a mutual decision, and is most effective when taken on equally by both sides. We should challenge our clients to work with us, rather than expecting us to work for them.
The year 2001 is the starting point for this challenge. I hope to see more collaboration and inspiration in the coming year. We need to dictate by forward thinking and to respond through focused listening.
Unique and powerful personalities will evolve from our challenge to find more exciting and successful forms of communication. Not knowing what lies ahead is the most promising approach for us to take. I know that I am very excited to accept that challenge.
Limore Shur is founder/creative director at EyeballNYC.
