+ 07.11.2013

THE DESIGNER AS AUTHOR

Based on essay: "The designer as author" by Michael Rock

What does it mean for a designer to be an author?
Author - the person who originates or gives existence to anything

   The article focuses on the issue of if designer (specially graphic designers) should be considered authors. One statement I remembered was about literature, that the reader can't "know" the author by reading his/her writings. If that is true, then the same could apply to designers and their work. I think if a designer has done good work, there are many things unnoticeable for the eye. If it' works as expected and doesn't malfunction/irritate, it can be considered appropriate design. Maybe the works of designer are supposed to go by unnoticed? Another literature reference from the article, about post-structuralistic writings - it's not anymore so important what author intended, but how the story works internally. "What difference does it make who is speaking?" (Foucault) The idea in literature moved from having no author (the first, oldest texts found), to more and more importance given to author, to the point where authors themselves say it's not important who says what is said (or - what is needed to be said). If the same scheme would be projected to designers, it would appear that the designers are still to claim the importance of authorism, still growing the strength of their voice. Currently, as referred through Katherine McCoy, the designers are moving beyond problem-solving and towards ‘authoring additional content and a self-conscious critique of the message … adopting roles associated with art and literature’.

   On the other hand, most design is done in a collaborative setting either between client and designer, or a group of designers, and the origin of the final result is very hard to pinpoint. At the same time, the figure of the author implies overall control over creative activity, and has been an essential ingredient of high art. The essay makes a comparison between movie creation and design creation, as both are results of collaborative work. in that part, the writer accents that both film directors and designers work on many projects, of which each inquires them a different level of creative potential. So not each project the movie director/designer takes part should be considered "author's work". In cinematography, the three measures considered to name a director the author are: good technique, individual style, inner meaning. All of these can be discussed and questioned, specially the last - inner meaning.

   In design, the correct intention is very important, turning the final work insistently practical. In the article, it seems as the works which have something extra, something self-motivating next to the practical aim could be considered to have an author. Also work that is complicated to such a degree that the designer needs to be called to make sense and construct the narrative. Also, the designer may create works which aim is to express their own views and statements. These works don't have the influencing relationship with a client, as they're not created for someone.

   Being an author means to take all the responsibility, all the control in one's own hands; for a designer, it's certainly a decision. 

   Another statement from the essay is as follows: If we really want to go beyond  the designer-as-hero model, we may have to imagine a time when we can ask: "What difference does it make who designed it?" I see the world needs more and more designers, as it's getting more and more complex on it's own. People need someone to solve their everyday problems, to live a better life. When I read a book named "Understanding Design" from Kees Dorst I noticed, when he was talking about design education, that the design practitioners that were guiding the young designers (can be named "teachers") already saw during the process where the design was heading to. In  that way, it would seem that each problem has a certain solution (or a few) that the designers with research and creativity tools would come to. If that way of thinking and solving problems could be developed in each designer, then I believe author of the design won't be important. The primary concern won't be who made it, but what it does and how it does it.