Vox Pop

Last week Design Council chairman Christopher Frayling outlined ‘The six heresies’ which are facing the design community (News Analysis, DW 3 November). These, he says, are: the phrase ‘creative industries’ pigeon-holing design; a lack of recognition of the roles played by non-creatives in the profession; using design as a quick-fix remedy; design being perceived at large as youth, makeovers and short-term styling; brand owners littering the ‘brandscape’; the Design Council being perceived as ‘some exclusive trade association’. What priority steps would you take to remedy any of these problems?

‘Who has the real power in the UK? Brand owners. They drive opinion, consumption and production – even more than Government. The Design Council should become a ruthless propaganda machine focused on inspiring this community with the story of how design can increase value. If they are successful then such brand owners will become powerful ambassadors for design. What’s more, if the Design Council wins influence with business it will be better placed to inspire the use of design for positive social ends.’

Tim Rich, Writer

‘Everything that Christopher Frayling says is sadly true and it is also true that we have heard most of this before, which demonstrates what a long way our industry has to go. Moreover, this millennium year has been something of an “annus horribilis” for the design industry. The public failure of design icons such as the Greenwich Dome, the Millennium Bridge, the withdrawal of the British Airways identity have all in some way undermined the designer’s credibility. The answers aren’t simple, apart from the simple fact that we will get further if we do it together, which means the design industry needs to support the design bodies we have and in turn they need to work together to improve standards and bang the drum louder than ever before.’

Jonathan Sands, Chairman, Elmwood

‘Is describing in design as a creative business really wrong? There are far more skills brought to bear than design, but what separates designers from, say, consultants is the ability to provide a creative solution to a strategically defined problem. Priority action? I sat in on a pitch last week where 50 per cent of the design consultancies provided a strategic analysis and the other half just provided a series of different creative treatments. Figure it out for yourself.’

Amanda Merron, Senior Partner, Williott Kingston Smith