Being What Matters Most. Forget the Technology!

What I am about to explain is not a new problem however it is one that is rapidly expanding within the world of design. Technology has been a strong part of our disciplines for a long time, whether mechanical or digital. However, the lowered barrier to entry has developed allowed a number of untrained individuals into the market. This increased competition means that to separate ourselves from the services of others, we need to look above the software to gain the types of projects and clients we would like.

This however is not an easy task, it requires you or your firm to embrace the idea of “Being what matters most” at a core level. If a firm wants to really benefit from the mentality it must embrace it in all of its departments including sales, management, and design. Only then will the idea truly be effective.

Print Designers:
Print designers must constantly place our experience and our education above the end product. There are thousands of Mac monkeys out there that can put together a brochure however there are far fewer who know the theory behind design. It is our expertise and knowledge of the print process and design theory that allow us to justify our design decisions. Remember that selling a brochure or business card is the job of a printer you are selling your agency’s expertise.

Web Designers:
As web designers we need to place our services over the software. Technically inclined people tend to tout the power of a piece of software over their own prowess. The truth is that almost any web designer can install a content management system for a client however it is your unique set of abilities that they should be interested in. Remember that you and you team create an offering that is completely different than everyone else. This is what will bring clients willing to pay premiums and trust your decisions and experience.

Design Students:
Design students can also benefit from this mentality. For students, being what matters most means that learning software should be lower on your list of priorities. Don’t let the entry level job listings fool you. You must know how to use the software, but knowing Theory and how to apply it is far more important. Remember that software changes rapidly, but design theories have been around for far longer.