Attention All Designers!

Identify the Problem Before You Design the Solution

Just like a lot of you, I went to school for graphic design.

And in much the same way, I also think a lot about a specific question:

What exactly does “graphic design” mean in today’s world?

Originally, it was the art of combining text and imagery, usually for advertising purposes. In this day and age, it’s an archaic term that is far too nebulous to provide any real insight.

When other people hear the words “graphic designer,” who comes to mind?

Is it their friend’s brother who grew up making badass posters for local bands? How about their girlfriend’s sister who does insanely intricate calligraphy for weddings? Or most likely their friend they hit up when they need a logo for a beer league t-shirt or business cards for their new startup.

As you can see, traditional graphic designers have become the misfits of today’s creative industry, and for good reason. For the most part, they’re not entirely sure what their purpose is.

It can be easy to forget, but let me remind you of something:

As a designer, your goal is to solve business-related problems using design-related solutions.

If you can’t identify the problem you’re solving, stop what you’re doing immediately. As a design professional, this is where shit hits the fan.

People will come to you without a clearly defined problem. As frustrating as this is, it’s part of your job to provide clarity before you start designing a solution.

This is where the true value of design comes into play.

You can find strong visual designers anywhere if you look hard enough, especially with online platforms and portfolio sites. The toughest part is finding someone who isn’t afraid to remain objective and own the process from the beginning.

Since we can all now agree on the above definition of a designer, I’m sure another question comes to mind:

How can you solve business-related problems if you don’t understand how a business is developed?

That’s a very good question, especially because you won’t find this type of information in traditional design school. This question drove me to pursue a minor in Business Administration before leaving college.

You’ll need to look outside of the immediate realm of design and start venturing into other adjacent fields that make up the business development process.

Since this can be a complex topic filled with overly complicated jargon meant to make business people appear smarter than they really are, it’s a good idea to start with design’s immediate role in the development of a business:

The designing of systems.

That’s right. Before a single logo is created, a color scheme is chosen, or a screen is composed, crucial systems need to be designed and put into place in order for the business to succeed.

It is this point in the process where designers can start identifying problems that actually matter. This is where design solutions can make more of a difference. As a designer, this is where your attention needs to be.

Otherwise, you will be condemned to “make the logo bigger” or “change the font to something fancier” for the rest of your life.

Have you been looking for a way to take the next step as a designer? What have you already tried? Please feel free to share your thoughts in the comments below or on Twitter at @williamfrazr.

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