Resolve To Be A Smarter Designer In 2012.

Welcome to 2012! If you’re like most people you made a few personal resolutions that you’ll try to keep for a few days, or weeks, before you either give up or forget about completely.

Well, I’ve got a challenge for you; try a professional resolution instead. Become a smarter designer by the end of 2012. I don’t mean learn new trends in type or trying new things with color or images. I’m talking about becoming more knowledgeable about the processes and strategies of the business and apply them to your work.

I have found that that best designs are executed with a full understanding of why the requestor is coming to you in the first place. I challenge you to learn about what business strategies are behind that new project request you just got, and use that information to produce a more strategically informed design solution. Sure, we can all design something aesthetically pleasing, but if it doesn’t solve the root problem, then it’s just another pretty piece of communications.

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About Andy Brenits

Andy Brenits is a brand and creative strategist with extensive experience building and leading creative teams for national and international brands. He has worked with major brands such as Banana Republic, The Gap, National Football League, KPMG, and Arizona Public Service. In addition to consulting and writing, Andy is the President of the board of directors at InSource and lectures on Visual Branding at Columbia University in New York.

One thought on “Resolve To Be A Smarter Designer In 2012.

  1. Dave

    I agree wholeheartedly. There are hundreds of designers, who can make something pretty. Heck, even nieces and nephews of clients can do that. But it does take a greater mind to develop a solution that solves the problem and creates value. The byproduct being repeat business and being highly valued by your client!

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