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The Archeology of Graphic Design

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As graphic designers we might presume to know our clients’ business in and out — we might even be presumptuous enough to think we know our clients’ business more than they do. However, we do not go to their workplace everyday, we do not experience the ins and outs of their business, we do not participate in the small intricacies that make their business flourish. So, in fact, we will never know as much as our clients’ know about their own company and workplace.

But, because we must know all we can about their company to do our job effectively, we must become diggers — or design archeologists. It is our responsibility to know how to showcase our client’s company in the public marketplace. By researching their competitors, interviewing those who play an integral part in the success of their company, and simply listening to them — we can come to play an important role in their success and become their valuable collaborator. Together we can uncover a world of treasures that might be surprises or gems — chunks of knowledge or details that we or the client may have never imagined or anticipated.

This search for treasures can result in a smarter, better designed product for the client and can help stretch what we or they may have ever perceived possible. Surprises are good and spark enthusiasm and great work. By doing our research we can preserve the integrity of the client’s style, work ethic and build on the foundation they have already established on their own. Getting to know our clients and understanding why they make the decisions they make, and where they want to go can only give our solutions a stronger point of view and a sharper presence in the outside world.

The greatest obstacle to discovery is not ignorance — it is the illusion of knowledge.

Daniel J. Boorstin (historian)

Dean Hart

author// Dean Hart on May 15, 2008

tags// Branding, Design

Comments

comment// Audrey

date// May 16th, 2008

Never thought to use the words archeology and design together… But it now seems like such an obvious description of how we work as designers. The common goal of discovery is what unites these two worlds perfectly together. Great article, Dean.

comment// David Cole

date// May 21st, 2008

Coming to this realization myself was a defining moment in my design career. Instead of resisting change on the grounds that it is change, I openly welcome input from clients and have seen two great things happen as a result:

1. The work is often better, more targeted, even more creative.

2. I am happier, less stressed and more accomplished as a designer and person.

If the original idea was better, by all means, we should defend it - for the sake of the work and the client. But by first taking feedback with an open mind, and taking a second look at the work, we can usually reach a little farther and do something greater. And by adopting this mindset we can let go of a lot of unnecessary frustration and stress that would otherwise happen during that first feedback discussion.

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