Graphic design unquestionably exists as an industrial process in contemporary society and business. However the activities and functions of the “designer” in this field today are unrecognisable from the perspective of a professional who started their career some 25 years ago. This has been a given since the introduction of the desktop computer system in the mid - eighties.
Since that time we have seen a constant evolution in software development, arguably to a point where the design industry is the testing ground [guinea pig?] for the software industry, at least in terms of image creation, manipulation and reproduction [both print and screen based]. We have weathered the much documented splitting or tiering of the industry, the so-called “democratisation” of the design process through DTP and other forms of desktop media. This has in turn resulted in much carping and negativity from those who see a dimishing of the value of the traditional graphic designer.
It can seem like the whole visual communications industry is software driven, such is the ubiquity of the Adobe suite of programs [I won’t include Macromedia here because of the recent acquision by Adobe]. I and others have pointed out the apparent diminishing creative returns from uniform acceptance of a limited range of design and production tools, so there is little point labouring the point here.
There are certain issues arising from this situation as a designer/educator that I am prompted to explore - even if only to “get it off my chest”, and perhaps clarify things for myself as much as anyone else…
Each passing year, I notice increasingly, a great preoccupation and concern amongst students of design regarding software. They seem to feel that it is imperative to acquire a “complete” knowledge of every program in order to be able to function in the workplace. There is some justification for this view given the emphasis placed on this in the design job advertising I observe. It would be easy to get the impression that all studios and agencies require is someone to run the computer systems - oh, and if you’re “creative”, so much the better.
I always ask my students when they express their concerns to me about any apparent lack of software training in software, “Do you wish to be a designer - or a computer operator?” Sure, the software is a tool that you undoubtedly need to come to grips with, but I argue the ideation skills, conceptual development skills, presentation ability, communication and teamwork competencies are of at least equal, or greater importance. In addition to this, I know from personal experience [some 20 years of it], that the need to learn software has become a constant - it never goes away. Sometimes it can feel like you are on a treadmill. The best students get this, and respond accordingly by looking past the computer toward the overriding need for designers to understand the bigger picture. Coming to grips with software is for me the most boring part of the job. I love what computers do - I just don’t want to sit in front of one all my life 
As the multidisciplinary focus of industry gathers momentum it will be even more important for “graphic” designers to develop an more sophisticated view of their role. My observation about my own experience and practice is that the boundaries are less defined. As such, the term “graphic designer” doesn’t fit so well any more. This may have more to do with my own circumstances than real trends, but I doubt it. I see others adopting titles such as “information architect” to describe their work role.
So, that’s my rant…I’ll conclude with a quote from KesselsKramer [Netherlands], when asked ‘What is graphic gesign?’
“Graphic design is dead. It has been killed by computers with super-high speed chps, gigabyte overload and things called firewires. Don’t worry. What matters today not to execute, to kern, or to crop. the idea is the high-chieftain, the lord of the manor. A “graphic designer” might want to make a film. Send a letter. Or even make a laser sculpture in the shape of a handbag. So be it! Now the real fun begins…”
Fiell C, Fiell P, 2005, Graphic Design for the 21st Century, Tashen, Koln
http://www.taschen.com/pages/en/catalogue/books/design/new/facts/02979.htm
Well said.
However, this is far from the only global design event in Copenhagen next week!
It’s saturday and I am going allow myself to do something a little funny here. A guy called