Has design got over complicated? 

Ability to simplify the complex is an attribute many designers spruik but in reality have we done the opposite and complicated our industry to the point of confusing clients?

Think about it from a client’s POV

Does a startup need a graphic, brand, communication or digital designer?
Does a client needing signage need a graphic, wayfinding or environmental designer?
Does an onboarding problem need a communication designer, UX designer, or service design strategist?

Business is complicated, markets are complex and pain points are not as easy identified and/or solved.

But I think there’s hope …

The cost of confusion

I think this confusion leads to four common outcomes:

1. Clients choose based on price alone (because they can’t decipher other differences)
2. Clients hire the wrong specialist (leading to frustration for everyone)
3. Clients don’t hire anyone (paralysed by too many choices)
4. Clients DIY (using Canva, templates, or internal resources).

Clients POVs

Client’s tell us when they search for design help, they often find websites with:

• beautiful portfolio work but no explanation of the business problem solved
• generic service descriptions applicable to any designer
• no clear indication of the designer’s area of expertise or ideal client type
• impressive case studies not specific to their industry or challenge.

The core issue is that most designers present themselves as generalists when clients are looking for specialists in their client sector or specific issue.

Clients are increasingly risk-averse which means unless they see exactly the type of work they need or the specific solution to their problem, they don’t have confidence they’ve found the right designer.

Clients struggle to connect how a designer’s skills apply to their specific project needs.

The so-what?

In an increasingly complex design landscape, clarity is essential for business success. The designers who thrive are those who make it effortless for clients to understand exactly what they offer and why they’re the right choice.

Your website, social media, and marketing materials should answer three questions within seconds:

1. What specific problems do you solve?
2. For which types of clients?
3. What makes your approach different?

The more specific you are, the more attractive you become to those clients who need exactly what you offer.

BTW This is exactly the type of work we do—helping designers identify their onlyness and communicate it clearly. Sometimes an outside lens is invaluable for seeing what makes your approach truly distinctive.

We’re curious – are you seeing this complexity issue with your own clients? The feedback we get suggests this is widespread, but every studio’s experience is different. What’s your take?

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What do you think? Got any problems/questions? As always, happy to discuss further, just email Carol.

Carol Mackay

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Want more?

These articles talk about working in a competitive field:

1. Five signs your studio is actually a production house — maybe the design business you’ve got isn’t the one you set out to build
2. Case study – how we helped a designer find their niche — an insight into what we do
3. The biggest isue facing Australian designers  – understanding the problem is a step toward the solution

About Carol

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.