Let us not forget that the word design implies purpose. You would never just... "design". You would design for something in particular; for a cause, for improved readability, for in your face - gut wrenching - aesthetic awesomeness. If a design is mostly about you and only a little about your audience, then I would say.. well... you're an artist. There - I said it - the A word... and I won't say it again, because frankly - It doesn't belong here. The designer is more like a matchmaker than a creator. The design elements are all there waiting, with hopeful hearts, to be joined in joyous union with the perfect viewer. Certainly, it takes exceptional creativity, an eye for aesthetics, attention to detail, some visual bravery, astute knowledge of design history, and a touch of obsessiveness to accomplish this... But most of all, it requires a thorough understanding of your audience and an appreciation of their unique needs; empathy.
Empathy will surely take a design to the next level, but it can also take it straight down the garbage chute. Just as easily as you can connect with the viewer on a personal and intimate level, you can deceive and manipulate them. I think that as designers we are socially responsible for what we create. There are legitimate uses and benefits to most products and services, and I am certain that effectively communicating that value to viewers will send thingamabobs of all sorts flying off the shelves.
We must make a real effort to reduce the amount of physical waste produced, toxic chemicals used, and unsustainable materials processed by the design industry. The negative impact to our society is too great for us to ignore these problems. I believe that it is imperative to design with the full life of the material created in consideration and to make sustainable choices when possible. It can both benefit society and save clients money.
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