first things first maifesto

Codul etic in design

DESIGN DRIVEN , September 7, 2015

DA, ar trebui sa fie pusa problema codului etic in design, mai ales in contextul in care designerii isi extind activitatea in domenii tot mai variate.

“Designers are responsible for creating more than ever before—not only designing services, but also experiences, environments, products and systems for millions of people.” Samantha Dempsey & Ciara Taylor, design agency Mad*Pow

De-a lungul timpului designeri de renume au avut initiativa de a aduce in discutie caracterul etic al designului.

In 1964, Ken Garland, designer britanic, initiaza « First Things First », un manifesto prin care trage un semnal de alarma asupra climatului puternic comercializat din design din acea perioada, perioada emergenta pentru advertising, cand se fac simtite interferentele dintre advertising si alte domenii guvernate de design. El propune o inversare a prioritatilor in design, prin promovarea formelor de comunicare ce prezinta utilitate si durabilitate, in detrimentul consumerismului pe care il presupune advertisingul.

“The prior call for our skills will be for worthwhile purposes.”, extras din First things first, 1964

Aceasta miscare este reluata si relansata in 2000 de o serie de designeri de renume, printre care: Rick Poynor, Erik Spiekermann, Irma Boom, Tibor Kalman.

“Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact.”, extras din First things first, 2000

De asemenea, in 1999 este publicat pentru prima data chestionarul lui Milton Glaser « Road to Hell ». Acest set de 11 intrebari adresat designerilor poate servi ca un instrument de evaluare personala a nivelului de responsabilitate si etica manifestat in sfera profesionala.

Sunt prezentate situatii in care implicarea designerului poate avea diferite niveluri de impact asupra publicului : de la actiuni de cosmetizare (a face ceva sa para mai atragator decat este in realitate), pana la situatii ce pot avea consecinte dramatice pentru utilizatori (promovarea unor produse care in timp au un efect negativ asupra utilizatorilor).

1. Designing a package to look larger on the shelf.
2. Doing an ad for a slow-moving, boring film to make it seem like a lighthearted comedy.
3. Designing a crest for a new vineyard to suggest that it?s been in business for a long time.
4. Designing a jacket for a book whose sexual content you find personally repellent.
5. Designing an advertising campaign for a company with a history of known discrimination in minority hiring.
6. Designing a package for a cereal aimed at children which has low nutritional value and high sugar content.
7. Designing a line of T-shirts for a manufacturer who employs child labor.
8. Designing a promotion for a diet product that you know doesn?t work.
9. Designing an ad for a political candidate whose policies you believe would be harmful to the general public.
10. Designing a brochure piece for an SUV that turned over frequently in emergency conditions known to have killed 150 people.
11. Designing an ad for a product whose continued use might cause the user’s death.

Revenind la cea mai recenta initiativa a fondatorilor de la Mad*Pow, acestia incurajeaza formularea unui statement etic personal.

Si ajungem in punctul in care putem declara codul etic al studioului nostru, care ne ajuta sa ne ferim de situatiile prezentate de Milton Glaser : lucram doar pentru clienti pe care ii admiram si care ne inspira.

Ne auzim saptamana viitoare!

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(c)image: “First Things First,” 1964 (Ken Garland)

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