To be a ‘qualified’ Designer means you have either studied for 4 or 5 years before receiving a Degree. It is well known in the design industry that a Graduate Designer needs at least another 3 years working full time in a Design agency before they have a reasonable understanding of the skills required (many not taught in Universities) to be a decent Designer.
Many other professions study for similar lengths of time, sometimes less if studying whilst working within the profession they have chosen. It is widely accepted that Dentists, Solicitors, Vets, Doctors, Accountants etc are experts in their field. How many people consider Designers in the same light? My 20 years of experience in the industry has shown me not many people consider Designers as professionals or experts. Why is this?
We do not have a trade profession that is auditing our work. If a client has a problem with their Solicitor they can go to the Solicitors Complaints Bureau, likewise Doctors are bound by the Medical Council. Designers have no such governing body and as such are accountable to no-one.
This is a major problem for the Design Industry and a problem for businesses too.
When a company is selecting a Design Consultancy how do they know the Company is professional and expert in its field? I meet companies all too often who have spent money with Design Consultancies that have delivered nothing. So the company becomes sceptical and wary of investing in design, worse still they may not even see design as an investment.
I passionately believe the design industry needs a trade organisation that sets out a code of practice, assesses Consultancies and Agencies before they can be accredited to join and helps to train and develop members to be professional. That is why I joined the Design Business Association (DBA) some years ago. It is the closest we have to a trade association and I sincerely believe it should – and will – strive to ensure it does become the organisation that accredits members. This not only would help businesses find high calibre Design Professionals, it would also help the Design Industry professionalise itself, it would also ensure the sustainability of British Design as a global force.
Can we afford not to do this?
(Ann is North West Head for the DBA).
