editorial

It is difficult to see change or believe that this change is likely to stay forever. It all happened suddenly, almost like an accident, and many of us still have to accept the change. We are still hoping that things will soon be back to what we have known them to be. We are putting our hopes in too many things: a vaccine, the human spirit, free markets, talent, and the human quest to do better despite the struggle. 

We know that industry engages in mass production and businesses solve mass issues; they address a mass audience, and want their brand to talk to more people. The purpose of business is to make a profit and make more of it, and for this they need to sell to more people. That’s what we mean by mass. Industry amplifies brand communication and messaging, and reaches out to more and more customers – in this process, it lands up diluting the product or service to appeal to more people.

Judging creative work is a huge responsibility and is extraordinarily difficult to get right. Everyone underestimates how difficult this is because: 

a) Everyone believes they have good taste. 
b) They believe that because they look at quality work all the time, they can instinctively distinguish good from bad. 
c) Deep down everyone is a frustrated designer. 

It almost sounds like the joke we often make in our country — World Famous in India — but it is no longer a joke. You can be world famous in India, and you can be a professional at home. Being professional is an attitude, and you do not need to compromise on that at all.

We recently lost Vikas Satwalekar, one of the best design teachers we have ever had in India, and a friend and mentor to me and so many others. As Executive Director of NID, and Head of its Visual Communication program, he made a deep impression on his students, leading them on to much success in their later lives.

I am writing generally and positively about what we can do to help ourselves at such times. I acknowledge however that people may be going through major problems, trauma, grief, loss, uncertainty distress, and may be in volatile situations, work- or family-wise. Please take help from whomever may be available, talk to family and friends, and don’t suffer in silence.

It is time to repurpose your skills and tools; redirect them to work for purposes that solve survival issues and you will stay relevant. Design and solutions towards essential objects, products and services have a great demand and will remain relevant.

What is the best way to use your forced free time? For designers downtime is more important than working time and most of us do recognize this. In fact, we spend time planning our downtime. The downtime is not called ‘recharging your batteries’ for no reason. Though the currnet downtime is not usual, since it is a forced one, it needs some extra thoughts. 

Design as an industry becomes valid only when the designers and studios start building value that is transferable and scalable. A freelance designer could be very talented and may do fantastic work, but that kind of work will not continue in his/her absence. 

Designers are becoming more critical than ever. Today you will find designers working across industries, from technology, product design, UX, industrial design to materials, surfaces, ergonomics, policy, branding, and healthcare.