It seems you can’t really go a day now without hearing tales of fire, brimstone, and economic collapse. For weeks now the Dow has been in negative territory and we’re hearing countless stories of job cuts, project freezes and some rather fatalistic prophecies about the global economy as a whole… but does this mean anything at all for designers?
I’ve always been told that design is one of those industries that’s somewhat sheltered from economic down turns. There’s a couple reasons for this:
1) Businesses need design more than ever during crisis. It’s just the type of intelligent, analytical, and efficient thought that designers can bring to the table when a company is in need of strategic direction. Good designers can help re-brand a business when consumers are skeptical, and the type of desperate fighting for consumer dollars that happens after an economic downturn can often turn out some of the most creative ideas among designers who are forced to reach beyond the status quo to catch the attention of nervous buyers.
2) Businesses need design to rebuild their cash flow. Ultimately, it’s the nature of the economy to tank, hit bottom, and then begin a new growth cycle. The first thing that companies typically spend money on after a crisis like this is marketing & design. Old products have to get off the shelves and new products need to be branded. Investing in design is one of the cheapest ways that a company can move inventory because it requires relatively little infrastructure.
3) Without design, businesses die. When was the last time you bought a box of cereal that looked like it was dropped by the Dharma Initiative?
The fact is that without design, businesses lack brand identity – and without a brand identity, consumers don’t make that emotional connection that spurs them on to buy. It’s just this reason that the first door a business will knock on when it’s time to rebuild is a design studio’s. Companies who don’t invest in design can often end up losing any edge that their products or services might have given them simply because they lose the positive consumer perception that a polished design strategy can bring.
Sure, if the economy truly collapses, we’ll all be open to buying just about anything that we can afford (regardless of how starkly utilitarian the packaging might get), but I’m writing this under the assumption that if that happens, we’ll have bigger problems than contemplating the state of the design industry.
Those are the things in a designer’s favor at this point in time. Personally, I think it leaves freelancers with several great opportunities to jump in and help out struggling companies to gain ground… especially when some of the larger design studios might go through some dry spells as businesses seek out more competitive rates to meet their design needs.
Still, it’s frightening that small businesses, the bread and butter of most freelancers, will likely be the hardest hit during this crisis. With small business loans being incredibly hard to obtain at this point, many smaller companies will find it tough to free up capital to invest in their brands, even if they know it’s the right decision. That leaves less potential small biz clients and fewer small biz dollars being thrown into the design pool.
So, if you’re a designer or freelancer: What’s your take on the economic crisis and how it’ll affect you? Are you doing anything to prepare or are you confident you’ll be able to ride this out?
I like your positive assessment of the current economic slowdown and designers. I’m a freelance industrial designer and I’ve been negatively affected by the downturn. I used to be able to get freelance work, but it’s basically dried up for now. Like you mentioned in your article, most of my clients are small-medium size businesses/entrepreneurs and they’ve stopped giving me work. I’ve also started to apply for permanent jobs but companies hiring are few and the ones who are are taking their sweet time making decisions since they probably have a alot of designers to choose from. I think it’s definitely hard to get a job nowadays – either freelance work or for a permanent position.
Is there a way to put this on a trial basis?
This might be a little off subject, but have you looked at seoclientprospectingrobot dot com? Just wondering if you have any reviews of it, I’m thinking of buying a copy, and wanted to see if anyone had bought a copy yet.
Nicely written. I'm an interior designer so I find myself in a position unique to graphic designers but relevant all the same. With the housing market hit and new construction down, the number of mid-level design jobs seem to have dried up completely. The only postings I ever see on craigers are for unpaid interns, which I believe is illegal unless you actually receive school credit, in the State of California.
Since graduating from design school 2 1/2 years ago I've freelanced and worked in a number of creative positions. It's that versatility in skills which will get the freelance design community through this recession. PUshing yourself out of your comfort zone and getting used to wearing other design hats aka interior designer to graphic designer etc. is what's going to help pay the rent and keep you in demand.
I really like this post… This is really a hard time for freelancers and designers..
Recession affects all of us… I hope this must be stopped..
SO many countries now a days are experiencing the effects of the economic recession
I subscribed to your blog when is the next post
Have a nice day
poly banger
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I posted your blog to my facebook group
Thanks
Kelly Marks
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This is the best post on this topic i have ever read.
Have a nice day
Andrew dong
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I added your post to my college Report
Have a nice day
Johnson Mark
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It's just a matter of how you perceive the crisis. But you must think of the positive aspect and not the other way around.
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Well I think it leaves freelancers with several great opportunities to jump in and help out struggling companies to gain ground.
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With the housing market hit and new construction down, the number of mid-level design jobs seem to have dried up completely.