University challenged
With brands becoming ever more integral to our society, the creative industries’ education system faces a new challenge. Preparing graduates for this ever more complex world where design experiences are no longer just two or three dimensional. There is also an emotional dimension to fulfil in order to enhance individual social experiences in our everyday lives.
Back in the 80s everything was a little more straightforward. You went to polytechnic, got a degree in graphic design, went to work for an agency specialising in identity, packaging, annual reports or advertising and pretty much just worked in that little world - with little or no exposure to other disciplines.
With more and more competition for jobs in the creative industries, employers are now demanding more and looking to recruit employees who are flexible and easily able to adapt within an industry which is constantly evolving.
These days, graduates not only have the challenge of finding a job, but also being able to work in a more multi-skilled brand environment, where cross-disciplinary working to create a more coherent brand experience is now the norm.
However, it’s not totally apparent that degree courses have fundamentally changed to reflect this, apart from the addition of new media, gaming and animation courses. Successful brands are built on successful experiences – identity, products, environments, user interfaces and marketing all have a design function to help shape consumer perceptions.
The ultimate challenge lies with the universities; to educate in specific areas of design and the essential craft skills which each of these requires, while also opening the minds of students. Instilling an attitude, where collaboration is not feared through lack of understanding of other design disciplines, but instead, seen as a way of truly understanding the role of design in a brand led economy.