Reading 12 - Designer Statement
The following is a response to
"What is a designer statement?"
from The Walker Museum's blog.
"As a design candidate in the MCAD MFA program I was asked to write an “artist statement” which, as a designer, I found inherently problematic. In response I contacted designers whose work inspired and influenced me in some way, asking: Is there such a thing as a “designer statement,” and if so, how would you go about creating one?
I received responses from 30 designers and studios which I will present here in the coming days. Many of the designers in this survey are represented in the current show Graphic Design: Now in Production"
David Reinfurt: "I don't see much use in artist’s statements anyway."
James Goggin: "A bigger question is perhaps not “how would you go about creating a designer statement” but more “for which audience is a designer statement actually intended”?"
Dan Ibarra: "...a design statement is essential to understand how the designer approaches their work. Strong graphic design is not purely a soulless, ambiguous creation of an idea. It is still a very intensely personal approach."
Steven Heller: "Any profession can have “statement of purpose.” ... Routinely an “artist statement” implies some moral imperative that is consistent with his or her work. Kind of pretentious, I’d say. But I think a “designer’s statement” is valid too. Its a statement of principles. ... Whether the designer actually lives by it is another story."
Scott Ponic: "I recently had a friend refer to an artist statement as their “jingle.” In case you don’t know, jingles are a short tune used in advertising, something catchy that will make you remember the brand it’s used for. They’re a form of sound branding, the ultimate situation of a “song stuck in your head.” ... An artist communicating their “jingle” is similar in that it should be memorable, in 1 or 2 sentences, that “ah-ha moment”, “so that’s what it’s all about”, “I’ll take one.” Although it’s hardly ever that simple. ... With designers, being able to sum up an assignment in 1 to 2 sentences is graphic design 101. We typically have no problem talking about the reasons behind any given project, but when posed the simple question “What is your work about?” it’s practically crippling. ... Maybe the problem is in the question: As part of our studies, we were asked to write an “artist statement.” It seems like it’s leading you to a dead-end, or somewhere that may result in a jingle."
Ellen Lupton: "It’s an opportunity to say what you believe with humor and clarity, and it’s a format that people seem to understand."
Edvin Yegir: "Why not simply use PROJECT STATEMENT [as it is universal and all inclusive] and do away with ARTIST STATEMENT vs DESIGNER STATEMENT or whatever other craft ascribed prefix as they tend to be unnecessarily particular and exclusive."
Stewart Smith: "...basically I’m not the best person to ask. I seem to be unable to produce a real designer’s statement. But because I’m frustrated by that I suppose I do think it’s an important exercise."
Juliet Cezzar: "On an individual level, trying to clarify what your bigger aims are is always going to be helpful. For a practicing designer, I think a body of writing rather than a short statement is a more reliable way to get there. For a student, most programs involve a big fat swim in the sea of self-reflection, a statement is probably imperative to prove that you’ve gone through that process. I can see where it’s useful to go through all the soul-searching that it takes to get there, and to do it in a context separated from all of the pressures of what everyone else is going to think or do in response."
John Malinoski: "Is it possible for a designer to write an artist’s statement? ... Try to be honest and critical of your work, reflect on it. Put these thoughts into words. Realize these words are not permanent and can change as you / we change."
Michael Bierut: "...I’m sure there is such a thing as a “designer statement” but that I generally manage to avoid composing one for fear it would limit the range of my activities."
Matthew Rezak: "The “artist statement” is useful in the context of grant-writing and curatorial concerns. Here an artist needs to articulate their vision to a specific audience: a jury, a curator, etc., etc.
Designers, in the traditional client-designer sense, have no need for this type of document. The game changes project-to-project and client-to-client … so, any statement drafted would be continually contradicted. Although, it is useful for designers or studios to have broad “mission” or “manifesto” — or whatever you want to call it — to guide and shape their decisions (aesthetic, business, or otherwise). However, I don’t see this type of statement as synonymous with an “artist statement.”
This is such a common task, but so difficult. How do you summarize what it is you do as a designer? How do you answer a question asked so frequently? The most recent designer statements I had to write were for my Be Honest profile and the About Me page of my portfolio. You won't believe how hard it is to write one paragraph sometimes. Well, maybe you will.
As to the argument about how having an designer statement isn't important, I'd like to agree, really, but I can't. How can you realistically expect to share your work without others knowing what you're doing? When interviewed for an article, are you really ok with the interviewer describing your job and creations any way they want? If you're asked to do a lecture/speech, how do you want the press to describe you when they write your advertisements? Are you really going to make their job harder by refusing to tell them what your work is about? When your parents ask you what it is you do in your job, do you plan on saying, "take a look and figure it out yourself"? Honestly, if you were my child, I'd wonder how you grew up to be so rude.
James Goggin's point is the most valid: We write designer statements for a certain audience. We don't summarize our work in written form for ourselves, that doesn't really make sense. It just places limits on what we allow ourselves to do. We write designer statements for others to read.
Ellen Lupton makes a good point: Maybe a design statement isn't a restriction, but an opportunity.
Couldn't your designer statement be a bit like your resume? Yes, your portfolio may be a great visual, but can it really explain your values, thoughts, processes, and ethics as clearly as a statement can?
Stewart Smith's answer was gold.
John Malinoski's point is a good one, too: You can always change your designer statement as you change!
To Michael Bierut: Please see John Malinoski.
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