What is a Designer, things; places; messages - Norman Potter 1969


What are the key elements within these texts that relate to your practice?
Are either of these texts relevant to 21st century design practice?

Norman Potter wrote ‘What is a Designer’ in 1969. This essay talks about the importance of understanding how to achieve the best design. He explains the need for the designer to be thorough in his/her design approach. Firstly asking yourself whether or not you are qualified to answer the brief, using the example of surgeon going into theatre who does not understand how to perform an operation, therefore the surgeon is ill equipped and should not be there in the first place.

He expands on the idea that to each stage of the design process there is method, which if followed correctly should allow for the appropriate solution, consequently achieving the perfect design. In the introduction he eludes to the fact that during the process of making there is certain ‘artistic licence’ employed, though this obscure reference does not attempt to show the artist/designer in the most favourable light. He writes:

“The idea that the myth of creativity can be domesticated, and perhaps told how to behave – in terms at once ‘scientific’ and ‘verifiable’ – seems always to fascinate those who seem somehow denied by the myth, or outside its provenance.” 59

He then makes reference to Jung; ‘Jung speaks of alchemists in this context’ but does not go on to explain Jung’s opinion. This leaves me thinking that he is glossing over ideas connected to ‘validation of’ creativity, because this suits his needs for the article. He sets the tone for the article by speaking to the reader with authority, and from this point forward he continues to challenge the readers understanding of process, so that ultimately he creates a picture which illustrates the difference between good and bad design, throughout the article creating juxtapositions between the two.

He talks of the confusing world in which the designer must live in order to understand his/her own motives, what does the designer want to achieve? Who is the audience? Can the budget extend to this idea? Does the product meet/exceed expectations? All of these questions will create challenges within the process, which the designer should endeavour to answer.

“Nobody starts from nowhere; in which case it is better to determine your sources of inspiration, to go after them, and to try and understand what they are about. Otherwise a designer’s vision is simply being programmed by ‘the surface of the face of things’.” 66

Ultimately Norman Potter is trying to instil the importance of process and method, highlighting the fact that when we think we have finished we should go back and check, because we probably haven’t, and maybe we have not even started. He talks about the need for creative interpretation, starting at the beginning may not give you the answer, whereas looking on from a different angle could highlight potential weaknesses.

“When something goes wrong, it can usually be traced back to the beginning, from the acceptance of false premises. Hence on the one hand the importance of questions, and on the other the resourcefulness of the attitude that prompts them.” 73

Using hindsight we are able to identify problems, though it may be as useful to identify the problems elsewhere or in some other example before making that same mistake ourselves. This is problem within in my work. Being overwhelmed with information and trying to separate the wheat from the chaff, so I can then move forward with useful stuff instead of a handful of dust.

“..mouse-like issue is the result of seemingly elephantine labours..”60

This text in today’s design world is still as important as it was 30 years ago, processes may have changed, we may be looking at design which is more focussed on mass production but the fundamental aspects of this text still hold true. Design needs to be well thought out if it is to succeed. As long as this is understood then this information can go-on being meaningful for years.