My building is full of designers, artists, and craftsmen. It's pretty interesting to watch in terms of giving me some insight into both human nature and what makes good and bad designers. While we all could tell horror stories, I thought I would focus on the positive. In general, when I first got started, I saw good designers as gods who were almost breathing inspiration from the air around them. I mean I grew up on the clothing designer legend. The Ralph Laurens. The larger than life Donna Karen. You name it.
Now, I've come to believe that the mark of a good designer is actually how willing they are to do research. In the industry this is actually broken down into two distinct separate types of design. Rapid prototyping (throw away for looks only design) and evolutionary design which often is slower to market and involves a lot more testing. When clients skip on paying the bills they end up with rapid prototyping instead of evolutionary and generally a 99% probability of failing at market. Harsh, but true. This is why frankly I find Isaac Mizrahi to be a poor designer compared to say Michael Kors even though they're the same age. Mizrahi is constantly redesigning his customer (few women can actually wear his clothes, let alone the same woman from season to season) while Michael Kors is very into the classics, research, and making men and women look beautiful. He knows and serves his client.
Which brings me to my second point, good designers make product for clients that serves a specific market or need. It may be whimsical or odd, but something that fills a gap will sell better than a random coffee idea. They don't float long and it is a focus I am working to build in myself.
Lastly, is that designers actually do the work to make their products successful. Many designers have rich spouses or do not rely on design work for their main income so they are less hungry. They show up sporadically or don't put in the work necessary to turn designs. If you want a good designer, a really good designer, ask them who pays the light bill. The answer will tell you honestly how hungry the person is to learn to make a worthwhile product for you or to stick it out if things get tough. Sadly, after 3 years, these would be the 3 things I look for when talking to designers in terms of figuring out if I should or should not partner with them. What is your list?
Custom design has made designers accessible to the mainstream in a way they weren't before.
Now, I've come to believe that the mark of a good designer is actually how willing they are to do research. In the industry this is actually broken down into two distinct separate types of design. Rapid prototyping (throw away for looks only design) and evolutionary design which often is slower to market and involves a lot more testing. When clients skip on paying the bills they end up with rapid prototyping instead of evolutionary and generally a 99% probability of failing at market. Harsh, but true. This is why frankly I find Isaac Mizrahi to be a poor designer compared to say Michael Kors even though they're the same age. Mizrahi is constantly redesigning his customer (few women can actually wear his clothes, let alone the same woman from season to season) while Michael Kors is very into the classics, research, and making men and women look beautiful. He knows and serves his client.
Which brings me to my second point, good designers make product for clients that serves a specific market or need. It may be whimsical or odd, but something that fills a gap will sell better than a random coffee idea. They don't float long and it is a focus I am working to build in myself.
Lastly, is that designers actually do the work to make their products successful. Many designers have rich spouses or do not rely on design work for their main income so they are less hungry. They show up sporadically or don't put in the work necessary to turn designs. If you want a good designer, a really good designer, ask them who pays the light bill. The answer will tell you honestly how hungry the person is to learn to make a worthwhile product for you or to stick it out if things get tough. Sadly, after 3 years, these would be the 3 things I look for when talking to designers in terms of figuring out if I should or should not partner with them. What is your list?
Custom design has made designers accessible to the mainstream in a way they weren't before.
