FIVE THINGS EVERY SUCCESSFUL DESIGNER DOES
I got my first design job in a Manhattan studio, back in the nineties. If anyone asked me what I did, I said, “I’m a designer,” and so did my colleagues. I barely remember the term ‘surface design’ being used.
Most of the time, I was a fashion textile designer. Sometimes I’d design for paper products. I saw my art on so many products, from Calvin Klein knitwear to Victoria’s Secret bras, to Gap kid’s pyjamas, to jewellery boxes, ring-binder covers, journals, cards and gift wrap. Most of us in the studio could turn our hand to any type of design because we were good at art, naturally curious, and excited about trying new things.
We used every type of material and technique, from gouache painting to Devore burnouts, to printing with a heat press. We embraced different trends and themes as part of the job and never knew who would pick up the artwork. We just made the best art we could. The only thing we didn’t use was computers because there weren’t any.
Massive quantities of designs sold daily.
Later on, we made the switch to Photoshop and Illustrator, but still applied that sense of exploration and variety to our designs - prioritising the quality and originality of the artwork over the tools used to create it.
Here’s a pic for you to laugh at! This was in 1997. No idea what I was saying.
In the last few years, the idea of ‘surface design’ seems to have become a narrowly-defined ‘thing’ - where you create patterns, with a specific product/market in mind. There are rules, and certain styles and particular software programmes and defined ways of working - and if you step outside those boxes you don’t have a chance.
This really bothers me. Because it doesn’t tally with my day to day life - as a working designer.
I sell and license my art - to great clients. I use gouache, ink, watercolour, acrylics, embroidery, collage - and plenty of Photoshop, Illustrator and Procreate too. I know what clients are looking for - and it’s definitely not one narrowly-defined, prescribed approach.
So what makes a good designer? Are there any rules, and if so - what are they?
This is my list of what to keep in mind when you’re designing. You’ll find that most (if not all) successful, working designers are doing these five things.
Keep an open mind. Don’t make prisons in your head. Be curious. Try new things. Even if they don’t work. The mistakes lead you to solve problems - and that’s when creativity really kicks in.
Trust your own judgement. Your art should represent what you like. Use the materials/techniques you enjoy using, the colours you love, etc. You’re unique.
Make well-conceived, original art your priority. Don’t be tempted to lean back on the tools. They can never replace a good concept, great colour palette, interesting composition.
Learn basic presentation/marketing skills. That brilliant artwork will languish in a drawer if you don’t learn how to make it work as a whole and present a cohesive representation of you and what you can do - on social media, to a client, on a website, etc.
Cast a wide net. Don’t limit yourself to one product, one company. You won’t make a living like that. That art needs to appeal to a broad spectrum of clients and end up on a variety of gorgeous products.
I hope you find this helpful and encouraging. Check out my other blog posts for more snippets about this industry.
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