Survey of industry designers

In 2008 I was writing my dissertation at Sheffield Hallam University. My question: Is a University education necessary to become a successful graphic designer? Here are some of the more interesting replies from a number of industry designers.
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Many successful designers enter the industry with no formal training, how relevant is university in the context of developing design skills? What do you feel they offer that cannot be learned by a determined individual?

Mike and Katie – Tado
We don’t think uni’s offer much more in terms of technical skills, but in terms of developing styles and ideas we think it’s a great chance to experiment and find your own way of working. We wish we still had time to try out different things and use the facilities!! We think it’s a very useful time to determine what area you want to go in to. On the other hand, you will also learn more real-life skills in 2 months of working than in 3 years of uni!

Peter Donohoe - Peter and Paul
Knowledge is power no matter where you learn it.

Nick Bax – Human
Mainly a sense of practice, and a platform form which to learn your craft/trade. Plus words of wisdom, a listening ear and a shoulder to cry on.

Ken Garland
Properly run, a degree course is the best route to work in graphic design.

David Bailey – Kiosk
Depends on the individual. Speaking from my own experience; I did an HND in design but ended up leaving the course early having been employed by a design studio. I’d say the course helped with certain design disciplines, but not with ideas, as HNDs often lean toward ‘employment in the industry’ as opposed to exploring creativity. The nice thing about degrees/HNDs is they give you time to develop your skills and learn your own problem solving abilities.

Michael Lyndley – Truth Studio
University is relevant in developing design skills in that it provides and nurtures a creative environment. It’s most important role is to offer the design student the opportunity to exchange, discuss and create ideas and be influenced by ideas - with likeminded creative people fellow students/peers as well as full-time and visiting lecturers. You can’t do this alone, in a bedroom, with a computer and the Internet.


With so many design packages widely available, can anyone now become a Graphic Designer without going to university?

Mike and Katie – Tado
To an extent, maybe. But it’s the ideas and creativity part that cant really be bought or even taught. That comes down to the individual.

Peter Donohoe - Peter and Paul
Most important thing for me is for students of design to have a good sense of design/art history, contemporary culture and the ability to think with originality.

Nick Bax – Human
Yes, but ideas make it possible, not design packages.

Ken Garland
Yes, but it is more difficult and not to be recommended.

David Bailey – Kiosk
Providing they’ve got an eye for layout and colour etc and the results of their 'experiments' appeal to a potential employer or client. It’s like asking "can anybody learn to draw?" Of course they can. They just have to be interested and patient (and have a pencil).

Michael Lyndley – Truth Studio
Unfortunately in these competitive times, a graduate of a university or art college is more likely to be offered a position with a respected creative service company. This first position, post-graduation, is crucial in a designer’s career in furthering their learning and skills, particularly the technical knowledge you need to become successful in the design industry.


Many universities boast visits from high-profile figures working in the design industry. How useful are these visits to students?

Mike and Katie – Tado
We’re not sure – we never went to any of the lectures! However, if there was someone coming in who’s work we were really into we would certainly have gone! We think it can be very inspiring and can also squash a lot of myths and fears people have about working in the real world.

Peter Donohoe - Peter and Paul
Absolutely vital. I never had that on my HND course – I Consider my real education to have taken place once I left and got a job.

Nick Bax – Human
I think they’re essential. They give another perspective and (hopefully) an insight that university staff are often unable to offer. Also, if the visitor has a connection with the institution (ie: past student, or originally from the area) their presence alone demonstrates to students what they could potentially achieve. Visiting lecturers certainly informed and enthused me when I was studying.

Ken Garland
Such visits may be entertaining and inspiring, but they cannot substitute for the painstaking and devoted acquisition of skills; they may also be a means to establish contracts which students can all on later.

David Bailey – Kiosk
Speaking from my own experience; When I was at college I got very excited about visiting industry speakers. It gave me a clearer picture of what sort of scenarios I was to face, how professionals approached their work and gave me the opportunity to ask them questions.

Michael Lyndley – Truth Studio
Vital. FE and HE lecturers struggle to focus on actual teaching, distracted as they are by growing administrative and organisational tasks. Visiting lecturers, whether design-superstars or not, act as an important conduit between the student and the industry which the educational establishment is unable to provide.


When you lecture to students, what do you try to impress upon them, and why?

Mike and Katie – Tado
We always try and encourage people to collaborate and to experiment with as many different working techniques as possible while they have the time and facilities available to them.

Peter Donohoe - Peter and Paul
I don’t lecture students. But if I did then see answer 2.

Nick Bax – Human
That ideas are important, not design packages. The worst question anyone can ask is “what software do you use”. If a student has good ideas and the skills to express them, they can succeed. If the ideas are poor, there’s less chance that will happen, regardless of what technical assistance or skills they have.

Ken Garland
First, acquisition of skills, not only for their own sake but also because they give the students a methodical approach to problem solving, because one skill (typography, for example) may be extrapolated into another area (say exhibition design).

David Bailey – Kiosk
I try and get students to lead with an idea, as opposed to just eye candy.
The more they understand their solution to a brief, the more self-confidence they'll garner and ultimately more respect from the client. Also, try not to take it too seriously. If you don't enjoy designing, you'll suffer. If you do enjoy it, it'll show in your work.

Michael Lyndley – Truth Studio
Learn to communicate your thoughts and ideas clearly and precisely. Artists can afford to be introspective and monosyllabic about their work because their job - if they are any good - is self-expression through their work. A designers’ job is not. You are paid to solve problems, creatively, and communicate that idea to your client, who is, more often than not, the most uncreative person you’ll ever meet!


Should students be encouraged to take on freelance work, placements and participate in ‘live’ briefs more often?

Mike and Katie – Tado
Its up to the individual really – we were offered live briefs and D&AD etc, but preferred to set our own briefs and work to them with our tutors. In perspective, it would probably have done us some good to do some client-based type work back then, but none of the briefs available really suited what we wanted to do. It depends on the nature of the individuals work really! Freelance work and placements are great, as long as they are suited to the person.

Peter Donohoe - Peter and Paul
This is vital.

Nick Bax – Human
Yes, definitely. It prepares them for the practicalities of work and impresses potential employers.

Ken Garland
Yes, yes and yes: most important.

David Bailey – Kiosk
Yes of course. Real world experience can only benefit a students’ learning curve.

Michael Lyndley – Truth Studio
Yes. But these opportunities should be primarily used to further your experience and understanding of what the designers’ role is within the commercial process and environment. If you begin by thinking ‘this is going to be the best piece of design ever’ you’re being self-indulgent and you’ll probably come up with the worst piece of design ever!


Graduates who have found employment are often unprepared for a higher volume of work and shorter schedules. How can universities help to better prepare students for the industry?

Mike and Katie – Tado
Possibly they should apply more pressure to students in terms of deadlines etc. Along with compulsory training in the basics of necessary packages maybe? Back in the day, there was very little pressure on our course for us to even come in most of the time!

Peter Donohoe - Peter and Paul
Give them more live briefs and more placement opportunities.

Nick Bax – Human
By having closer links with industry. And not giving students 6 weeks to design a calendar! Deadlines could reflect this.

Ken Garland
Students should be required to work hard in their courses, certainly putting in the equivalent of a 9 to 5 day, and I am concerned that this is not enough emphasised in some courses. I believe that students who cannot apply themselves in this fashion should be put on probation and, if necessary, failed the course. Poor attendance and poor application to class work have a corrosive effect on the other students

David Bailey – Kiosk
Set shorter deadlines! I work better when we’re up against a tight deadline, which seems to be commonly held opinion among professional designers. Having said that, I also think ‘sink or swim’ situations are often the best way to learn. So graduates finding themselves snowed under in their first job is a good test of whether or not they’re cut out for the profession. (Most find they can swim)

Michael Lyndley – Truth Studio
Personally, I think design courses offered at Universities should provide a more focussed vocational bias. The design industry in 2008 is ‘grown up’ and, unlike in the 1970’s and early eighties, is now a recognised economic business/ service sector. Therefore, I think a design graduate should be just as comfortable discussing schedules, design quotes and whether the files will be supplied RGB or CMYK as he would be discussing the rationale behind his/ her brilliant design concepts.


Are students apathetic in their approach to design education?

Mike and Katie – Tado
Our course was split between those who loved what they did and took the initiative to get off their backsides and do stuff, and those who skived and stayed at home because they knew no-one would chase them.

Peter Peter and Paul
80% of the ones I’ve come across, yes.

Nick Bax – Human
You tell me!

Ken Garland
Some are, some are not.

David Bailey – Kiosk
That would depend on the individual.

Michael Lyndley – Truth Studio
I suspect there are a lot of students who fancy being in a ‘creative industry’ because it’s ‘glamorous’, and edgy and can be well paid, but sadly confuse ‘thinking up really cool ideas’ with ‘learning to be a designer’.


Is the standard of enrolment required at universities too low? Has a desire to fill seats in the classroom overtaken the desire to ensure only the best graduate?

Mike and Katie – Tado
We’re not sure!

Peter Peter and Paul
Yes it’s way too low. Money rules!

Nick Bax – Human
It’s nearly 20 years since I graduated and the general rule seemed to be that, if you turned up and did the work, you would pass. It would appear the same today. However, it’s not the passing that counts, it’s what you do with it and how you use your time at university.
If you want to study graphic design then they’ll always be someone willing to take your money and allow you to do so. This is especially important as there are far too many graduates battling for a relatively small number of jobs. I know a lot of nice people with qualifications in graphic design that never worked professionally as graphic designers. And that isn’t going to change.

Ken Garland
I suspect it sometimes is, not so much on grounds of latent ability, but of genuine motivation; if on a course intake of, say, 50, there are some 8 to 12 students who are lackadaisical and merely on the course for the ride, it can have a corrosive effect on the others, since our subject needs total commitment. However, I have encountered some students who were poor achievers in their first year but turned out excellently by their final year. Everyone should be given a chance to shine.

David Bailey – Kiosk
I’m not involved in this area / couldn't comment.

Michael Lyndley – Truth Studio
Difficult for me to give an opinion on, though I think class-numbers and student retention as a performance indicator is a flawed way of measuring success in any educational establishment.