Could it be that bad design is in fact a

Could it be that bad design is in fact a contradiction? Before you start flaming me and asking "what is he on about?" let's consider this statement in more detail. Is indeed badly constructed graphic design as bad as it sounds, or in fact does it have a hidden agenda?

In this age of computers and technology, the ability to create technically accurate designs has become as easy as setting up a few page rulers, typing in a few grid co-ordinates and clicking the mouse. Indeed anyone with computer experience and an eye for detail can achieve it. Herein the problem lies; since the ability to produce attractive design is so common these days, and practiced in such large volumes, have we become so accustomed to it that it no longer has an impact on us? Is in fact good design loosing its ability to capture the imagination of the masses?

By creating large amounts of technically correct designs, are we in fact boring the people viewing the work? In a sense it could be argued that good design is about distinguishing oneself from the rest. By adopting a design style that matches that of the majority in a particular genre, are we not contradicting the whole point of design? We are no longer identifying the design as an individual, but rather as one of the sheep. From an advertising perspective, producing commercials that fit in is in many ways providing the client a dis-service. We are no longer identifying the product as an individual, and as such run the risk of the campaign blending in with the rest.

Is the answer to the numbing of good design, to produce bad design? What do you notice more, a page that has been technically well designed, or something that is a bit out of whack? This is a question worth posing, especially if design is to remain innovative and progressive when it comes to capturing the attention of society.

I am by no means advocating that designers and advertisers put as little effort into their projects as possible, but rather developers should consider going down pathways that are yet to be explored. I am sure we are all accustomed to such advertising mediums as billboards and magazine advertisements, but are they really that effective? Do we notice them anymore, or have they just become part of the landscape.

Recently I was commissioned to develop a campaign for a hair removal studio aimed at young gay men for an up coming event. My client at the time was adamant on using print as their main advertising medium. Fundamentally I felt this was ineffective at reaching the correct target market, so instead I strongly encouraged my client to go with something a bit more radical and in your face. So as a team we sat down and developed a campaign that would target gay nightclubs and the like in the area. We came up with using topless male bodies as walking billboards. We hired a group of male models, painted their "smooth bodies" with the commercial tagline and web link using glowing paint, and then sent them out to various nightclubs to hand out printed media.

As advertisers and designers, it is critical we think outside the square and learn to target people in ways that are radical, in your face, and grab maximum attention. It is too easy to sit at home and limit our campaigns to web banners and the like. To stay ahead of the competition, innovation and a sense of adventure is critical.