Design for Recession

When money is tight and job security is a pipe dream, people tend to cut back on luxuries – design being one of them. In times of recession, people pay more attention to their priorities and the next mortgage payment is much more important than a designer chair with a six-figure price tag, no matter how 'hot' the designer is.

Some analysts are now predicting that the recession is finally over, but that doesn't mean that people are suddenly going to find themselves rolling around in cash that they can't wait to spend on the nicest pieces they saw in Milan. Just because economies are not failing right now, it doesn't mean they are recovering. So what can designers do to ride out the storm? In response to requests and based on our own experience, input from designers and a couple of workshops that we held recently, we offer a few tips that we hope might help.

Be Creative

You may think that this would be second-nature to designers – after all, isn't creativity their raison d'etre? – but many stick doggedly to a narrow view of what they do. Experiment with new materials and concepts, tailoring your skills and capabilities to new and varying situations and clients.

Be Flexible

In a similar vein to that outlined above, a dwindling client base could give you the opportunity to widen your skill set and appeal to a whole new sector. A few examples from people we know include an architect turning his hand to stage design, a furniture designer creating store displays and a graphic designer producing home furnishings. Their once critically struggling studios are now doing well, benefitting from small, simple adjustments.

Teach

You have skills that people want to learn. If we all lived by the maxim 'those who can do, those who can't teach', none of us would ever learn anything. And don't be too lofty in your ambitions – a couple of classes in a local community centre can be just as rewarding (often more rewarding) than teaching at a fancy design school.

Be Realistic

We can't all launch our own flagship stores and have our own label. Take a step back and look at what you are trying to do and why: give yourself an honest, objective appraisal. You may be aiming too high and perhaps not being realistic. Your success, adoration and celebrity status can come later, but for now you should perhaps concentrate on not starving. Accept setbacks and let them drive you. Also, be realistic about your financial situation: simply hoping that the recession will go away soon is not exactly sound financial planning.

Be Positive

Designing a logo for a tiny backstreet food shop rather than creating a new branding strategy for Nike is not a failure – it is an excellent addition to your portfolio. Every step you take towards your goal can only be positive. If you prove yourself willing to work hard and you produce good results for your clients, people will begin to take notice.

Comments

[Kel]

Thanks for this article, some great ideas.

- Kel

[Marc]

'Be Creative & Flexible': Good advice! I am architect but now make clothing and kites! Think outside the box -- it is often more fun.

SFTE is a very nice site, thank you. More than only design, design, design...

[Tom Salzinger]

Are the people behind SFTE actively involved in design beyond producing this site? If so, I would be interested to hear if and how they have put this advice into practice.

Regards,

Tom

[SFTE]

Tom - We are indeed and we have done the following:

1) Branched into clothing & household accessory design;
2) Taught a number of seminars (about business in Japan, corporate training & design);
3) Done work for free;
4) Taken a 'no job too small' approach;
5) Remained very aware of our limits while playing to our strengths.

Too be honest, we've always done these things as we're a very small concern and we're incredibly pleased to have any business!

Hope this answers your question. Thanks,

SFTE Team