When asked, most sign designers describe themselves as better-than-average graphic artists. The tendency for a person to believe that he or she is better than average is known as the “above-average effect,” and is common in many fields of work, not just design. And it is illogical. Math tells us that it is highly improbable that the majority of us are above average. Almost certainly, a significant number of us who think we are above average are actually below average. We just don’t know it.

What accounts for this? A study from Cornell University a few years ago (Unskilled and Unaware of It, Justin Kruger and David Dunning, 1999) revealed that, in many areas, the skills that make a person competent are the same skills needed to evaluate competence, both in one’s self and in others. This study suggested further that the persons least competent may not only not know it, but are the ones most likely to overestimate their ability.

The essential first step in problem solving is acknowledging the problem. So what hope is there for incompetent designers who don’t believe there is a problem?