Why does poor sign design predominate?

 

When, out of curiosity, I took some graphic design courses at a small community college, I learned that graphic design was not being taught, at least not at this school. The course work did not include information on what constitutes good or effective layout. Even the most basic of design principles was not covered. Could poor schooling be a partial explanation for why poor design predominates in the sign industry today?

So, what were they teaching in the design courses at this college, if not design?

The graphic design courses in this school teach students to use design software, nothing more. Rather than teaching design, they are teaching the use of the tools to produce design—primarily Adobe Illustrator and Photoshop. The use of the tools is important, of course. But rather than labeling these courses Graphic Design I, II and III, would it not have been better to call them, Adobe I, II and III? At the time, I joked to someone that this was like being told you were going to receive electrician’s training and then being taught to use screw drivers. An unfair comparison?

Surely my experience with college graphic design courses is not representative of all graphics arts training, and is the exception rather than the rule. Perhaps size matters, since the school was a small college. But if my experience is a common scenario—that graphic design training is only about learning software manipulation—it helps explain why so many sign designers today lack skills needed for producing effective sign work. Poor training could be playing a big role in the dumbing down of sign design.

 

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