Design and the Emperor's new cloths

I’ve just received an estimate from a supplier that has really made me sit up and take notice. It isn’t the price, but the stationery they have printed it on. The paper is covered in what looks like inflamed teats or extremely vicious acne. I’m sure the designer would argue that it caught my attention, but I won’t touch the paper again for fear I might catch some infectious disease.

There are regular examples of such design work that make you ponder the existence of the emperor’s new clothes. There are the BA tail fins, the PriceWaterhouseCoopers ‘tipsy’ logo, or the new BP corporate identity (re-christened ‘Beyond Parody’). It is also in staggering evidence with many websites. There are still far too many sites that expect you to sit and twiddle your mouse for a couple of minutes while they show off their whizzy new animation skills.

I suppose I shouldn’t criticise, as I didn’t see what the brief was and also it is a business we are in ourselves so it would be a touch hypocritical.

However, it does highlight an important thing about using consultants. There is no doubt it can be stressful running a business, taking responsibility for a multitude of decisions. It is therefore very tempting when faced with a large and important issue to bring in a large and important consultant, and just abdicate your responsibility.

There are doubtless bad consultants who will play on this sense of weakness. By using smoke and mirrors (in particular, buzzwords and acronyms), any solution can be dressed up. Clients are just as guilty. I’ve heard someone complain about a consultant’s findings because the final report wasn’t thick enough.

In truth, no-one rarely has a better understanding of your customers and issues than you do. For example, I always felt sorry for the designer who has to produce Kwik Fit’s adverts. By their own admission, they are not creative award winners, but the thing is, they work.

It doesn’t for a second mean you should try to produce the solution yourself. Design is one of those businesses like running a pub that everyone thinks they can do themselves. The trick is to work closely with an expert and give them a really good understanding of your issues. Then take responsibility for the decisions that come from this. After all there is no point in buying a dog and then barking yourself.

Right, I’m off to disinfect my hands now.