the burst –> ags idea works

As common as the thought may be, the magic “design” or “5 minute change” key on a designer’s keyboard just doesn’t exist. As technology changes, whether for good or bad, designers and other creative professionals are forced to adapt or be eaten by those who can.

Looking back, the onset of the fax (at least during my career) was the beginning of the technological acceleration. The overnight delivery was next. Time lines seemed to change over night… pardon the pun. Suddenly, we could fax changes and overnight mock-ups to clients - you could almost feel the time line comfort zone shrinking. Gone are the days of typesetting, keylines and tissue overlays. The fax has been replaced by e-mail, and keylines were replaced by PDFs. A computer on everyone’s desk has now become common place. With these technological advances and benefits, one major factor is commonly overlooked and blurred: The all important human factor. Computers are faster, programs made easier and plentiful, but one fact still remains: a qualified and talented individual still needs to sit behind the wheel and drive. Like any trained professional, the graphic designer develops and sharpens skills not available in a template that is often included in an off-the-shelf word processing or design program: the skills needed to develop custom graphic designs. Enter the magic “design” key. Unfortunately… no wait, fortunately, this and other “magic” keys simply don’t exist - saving graphic design and graphic designers from the doldrums that have affected many other professions. The human factor in graphic design is what makes design art. Short-changing design equates to asking an auto mechanic to short-change an auto repair. The result is obvious. True, short-changing design won’t put your life at risk, but if the result of your design process is to disappear in a sea of bad design and cookie-cutter template looks, off-the-shelf is for you. If you look to set yourself apart, put your trust in qualified professionals and the time it takes to achieve that custom look. It may not be evident at first, but not having to revisit a project because of shortcomings in a template or an unqualified individual will pay hugely in the future. One last thing… for everyone’s sake, keep your finger off that magic “design” key.

-AF