“Beauty is in the eyes of the beholder.” We hear these words often, but do we really pay attention to the incorporated warning? Every product that is created will have fans and haters. Some people think that Scions are ugly, while others value their uniqueness. I’ve always been drawn to them because of how they communicate. The company has a way of drawing in the customer because of the perceived fun that can be had. They plug into our culture’s natural conversation, and use it to create the brand. In essence, they build the perception of coolness by being different. In my book, that makes them artists. Now, if you look around, every car maker has designed this type of car to ride the popularity wagon. And some didn’t understand the conversation at all!
As I listen to the discussions out there on the Net regarding the troubles that face creatives, I’ve come to the conclusion that it’s because we are not speaking the same language nor do we perceive things in the same ways as others who work with tangible products. If you look at a logo, a designer will see all of the visual and non-vocal segments that add up to the desired spoken message. A consumer will just see a shape, and usually make a comment on how they like or don’t like it. But when the designer takes the time to describe the development process and the nature of the logo, then a whole new perception is created for the consumer. They begin to understand the language of creatives.
It’s not like we creative are aliens from another galaxy. It’s that our world doesn’t always follow the steps that society finds “normal”. We actually have depth. We have to see the world in a different way, because that is part of our language. It’s how we communicate. We have to look below the surface, because everything is made of parts of smaller things. These atoms of creation speak to the gut of every perceiver, and plugs into their natural speech: feelings. Humans are driven by this just as much as nature. It’s the unspoken talk of life.
It’s true that our society has changed, and not for the better. Economics has tried to become the new speech for society. But this speech is unnatural because it has nothing in common with our base instincts. Sure, money makes us happy when we have it, but it’s not universal. We hear everyday of people who leave high-paying jobs behind so that they can “find themselves” again. These people have cued in to the fact that their instincts sense the imbalance and want to correct it. Their perception of happiness shifted back to equilibrium.
Everything we do, we do in excess. This chase for money has now reached the point where it’s so changed the fabric of society that perception is skewed. Any creative person will tell you that they have principles as well as training that drives our process. Our clients only want what they can get for the cheapest amount possible, so that they can hit that perceived profit. This thought allows the introduction to elements that destroy, not create. A creative’s language builds a society where beauty is universal and balanced. Economics is trying to muddy that beauty, and to tell consumers that their money gives them the rights to control how beauty is made. But those people who purchase beauty only purchase a skin, because it was made with no language, no soul.
We need to start trusting our inner conversation more than our outer conversation again. Words can be manipulated by the writer, but desire is always true. Instead of fighting against a creative using society’s perception, consumers should try to hear our conversation. We are plugged into nature, and seek equilibrium with our surroundings so that the world swings like a pendulum. We are not happy with how ugly the world has become. Take the time to hear our speech, so that we can actually have a purposeful conversation and not just hear the tones of asynchrony.
Designing isn’t a job, but a calling. Those of us who use this title strive to live a life of continued learning and growth where we better the chances that communications will be universal. Don’t just look at paper qualifications, but look at their creations. You’ll be able to tell if the designer has an inner voice that is balanced with its surroundings. Those are the people that you want to engage.
