Filled-in typographic characters. Glassy, icon-like logo devices. Silhouettes filled with bright gradients. Baroque swirls and ornaments. Endless geometric almost unreadable display fonts born of fontstruct. Helvetica. More Helvetica. I could go on.
What do all of these things have in common? They’re things which, in their time, have gone from fresh and innovative to overused and endlessly imitated. There’s nothing worse for a designer than seeing this happen to something they originated or at the very least copied very early on. It’s flattering to be copied a few times, but become too successful and BANG!, you’re a design cliche. Saying “Yeah but I was doing A1 ‘Homage to Helvetica’ posters and taking photos of myself holding them up back in 2003″ just won’t cut it, even if they were foil-blocked and embossed*
*By the way, foil-block and embossing on beautifully thick stock does not automatically make a design awesome. It just makes it look expensive and, er… foily.
Considering that most designers, when asked, would probably want their work to stand against the march of the decades and be ‘timeless’, it’s surprising how many of us can’t help regurgitating whatever cool things we’ve seen whilst trawling through the endless design blog updates. I’m as guilty as the next designer, especially as the march of the years has only made my need to be “with it” more painfully acute.
But maybe I’m making an incorrect assumption here in saying that being part of a design zeitgeist is a bad thing. After all, particularly in my line of work, you can’t reinvent the wheel every time you embark on designing a website. Maybe if having a catalogue of current styles in mind which you can match to a particular project isn’t a great thing, maybe it’s a necessary thing in order to get the work done on time. Maybe that all that e-commerce site needs is a bit of CMYK paint drips and closely-packed hairlines that make your eyes go funny. You know, like those pictures done with string and pins in the 70’s. A bit neo-neo-new-rave, or something.
Well, this may be true up to a point, but the proliferation of photoshop tutorials on “How to make a glassy reflective thingy” say otherwise. They take the design process and turn it into those ‘Paint by Numbers’ pictures you used to get - there’s a certain amount of skill in not painting over of the lines, but it’s doesn’t quite make you Chuck Close. You miss out on the whole part of the process where you look at the needs of the client and the challenges involved and use those limitations to define the work, to shape it.
Graphic designers spend their working (and many non-working) hours searching for visual novelty. We want to find things that catch our eye and make us see things in a slightly different way. And then we want to copy them, and hope that noone else does.