The three Ps that go a long way in design
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David Gardener
When David Gardener spoke at Design Katha as a part of the Sri Lanka Design Festival held earlier this month at the Sri Lanka Exhibition and Convention Centre, his topic “Brands of War” did more than advise the audience on the concerns and “how to’s” of branding. “Students think it’s about designing an identity,” he explained later. But for David, a Senior Graphic Design Lecturer specializing in Branding, Typography and Digital Design from the University of Northumbria, the success of good branding goes beyond being the best technically skilled thinker. In a field which requires both creativity and skill “technical skill is important, but students have to remember that it’s about their ideas, not them.”
David’s passion for art and design popped up in his late childhood. With the emergence of computers in the 80’s the once medical illustrator and brand designer was swept into the magic that came with computer design and special effects. But today he thinks differently- with computers merely being a tool for a designer’s big idea. In fact, the most important instrument every good graphic designer should have, he says, is a good ear. “You have to listen to your client.” Understanding a client’s needs and being able to build a mutual confidence is as important to him as telling a story using a brand.“Always listen to the little things that a client tells you.”
To this day he still carries around a little notebook which he uses to jot down ideas that come to him unexpectedly. “The idea, process and the craft becomes more important than the effects,” he brushes aside the need for glamour and fancy effects, giving more time and attention to the idea process, which he adds takes the most time to emerge , rather than the end product itself.
David worked at a number of agencies, where his work experiences now help him with his task as an instructor. He recalls an agency he used to work at which allowed each employee a day off each month which had to be spent trying something new and different. In this industry “you have to be open to new experiences,” he always tells his students, which is key to making a connection between a client’s objective and the public. When his students get stuck with ideas David doesn’t hesitate to literally change their perspective and put them in someone else’s shoes. They shift desks, move workplaces and even walk around in each other’s shoes, David laughs.
“I try to instil in them the right attitude,” he says, often emphasizing the need to become an indispensable employee. For David it’s the little things that go a long distance. “Go an extra step to be nicer, more pleasant. It’s after all a service industry.” It’s a piece of advice which many students seem to forget, he observes. “Any agency will look for the three Ps” he says. While many of his students think of it in terms of “portfolios, performance, etc. it comes down to punctuality, politeness and positivity,” he points out. While software is constantly changing and technical skills can be taught to anyone, “there’s always going to be a learning curve. But the right attitude-especially in design goes a long way.”