Larry Geiger communication design

Reflecting on the past 15 years, I have come up with a rough set of stages related to design thinking and practice ranging from the early school daze, to my current condition as a graphic communicator.

I was fortunate that the Mac was my first, real graphic design tool at university in the early 90's. Seasoned design professionals at that time either embraced it fully, moved to management, or slowly watched the new technology render their tools and language useless in the coming years.

Do you remember Rubylith? It would make a good name for a band.

For students who were ready to bring their artistic talents to the field of Communication Graphics, this was THE moment, the Macintosh was THE tool and it was a time to experiment, discuss and critique visual culture, and break new intellectual ground related to graphic design theory. It was an exhilarating time full of possibilities and unfettered creative energy. I was lucky to have the key to the computer lab, fortunate that I knew how to hack the pay-as-you-go color printer, and thankful for Vivarin and John's Wildwood Pizza.

Here is a brief review:

Stage 1: "Design is about me and my creative process, it is art...and has associated value as such, it's relationship to commerce is of secondary value." I am a creative person and graphic design is my brand of artistic expression.

Stage 2: "Design may be about communication and marketing, but for me, it is about learning how to tweak the tools, push the visual envelope and make this newsletter look cool" I realize there is an audience that needs to connect with my work, if I make it look good, this should do the trick.

Stage 3: "Design can be artistic, but it seems that everyone behind my chair directing me over my shoulder has an opinion of this as well" Graphic Design may be more than just being creative, and feeding my own personal artistic jones.

Stage 4: (A number of years spent with strategic marketers, writers, business owners, innovators, and other creative pros). Good Graphic Design is good business and sound strategy and needs to be complimented with a solid understanding of business and marketing.

Stage 5, Today: "Graphic Design is about communicating clear ideas, collaboration with others, insightful interpretation to connect ideas with people and provide businesses a voice"

In conclusion, the early days were more about my skills and how it provided me an identity as an artist. Now, as a mid career pro, I realize that I do not need this affirmation anymore. My identity as a creative person resides in how well I can use my talent to help others communicate, to help them affirm their Identity.

At the very end of my career, I suspect that the final stage of my design thinking and practice will look a lot like Stage 1.