HOW CAN WE RESHAPE THE DESIGN SCHOOL CURRICULUM TO BETTER PREPARE STUDENTS FOR THRIVING CAREERS IN DESIGN?
Published : 20 /10 /2024
Author : Anoop V Chalil
Founder Director ACD Brand Studio
Design is evolving at an incredible pace, with technology, culture, and user expectations driving constant change. What works today can quickly become outdated as trends, tools, and techniques shift in the blink of an eye. From AI-driven creativity to sustainability and inclusivity, design is no longer just about aesthetics—it’s a dynamic language adapting to the moment. Because of this rapid evolution, design school syllabuses must also change accordingly, preparing students to navigate and thrive in a world where the boundaries of design are being pushed further every second.
About a year ago, a final-year student from a well-known Fine Arts college in Kerala sent me his resume and portfolio, inquiring about any vacancies at our studio. After reviewing his work, I decided to have a conversation with him. That call revealed several issues—many of which stemmed from misguided directions provided by his faculties. One of the key aspects of design is logic, yet it was noticeably absent from his approach. It left me wondering if this was due to the shortcomings of the faculties or flaws in the design school's curriculum.
The first thing that caught my eye
One of the projects in his portfolio was branding, where he showcased stationeries, brochures, and merchandise as part of the branding concept. In his stationeries and printed collaterals, wherever an address appeared, he included all the social media icons. However, there were no links or URLs directing anyone to the actual social media pages.
Here are a few points I'd like to highlight
1.Business cards, letterheads, envelopes, and other collaterals are physical, printed items. Simply placing social media icons without providing any direct links serves no purpose. The notion that displaying these icons alone shows a company has social media accounts is pointless—nowadays, every company has social media, and it’s neither special nor premium. 2. It would have made sense if he had provided links or QR codes directing people to the company's social media pages. For digital applications like websites or emails, it's understandable to include icons alone since they can be clicked to lead users directly to the social media platforms. When I pointed out these issues, he replied that his teacher had made it mandatory to include the icons in every piece of work. I’m unsure if he was trying to blame his teacher for his own oversight, but considering this was a final-year submission, it’s concerning that the faculties didn’t catch such illogical details.
Egg Packaging: Design Complexity and Cost Breakdown
The project involved designing a hexagon-shaped packaging for a 6-egg pack. Outer box and seperate mould to keep egg safe. It was a complicated design, requiring significant pasting and several special printing finishes, which I gathered from his presentation. During our call, I clarified the packaging details, and here's an example of how the math breaks down:
Cost Analysis and Feasibility of Packaging for a 6-Egg Pack
Egg Brand: 6-Egg Pack Pricing Example:
Additional costs:
These costs add Rs. 4 in total.
This Rs. 8 needs to cover both packaging and profit. If we allocate Rs. 4 for packaging and Rs. 4 for profit, the packaging design should ideally not exceed Rs. 4 per unit. However, the presented packaging design cannot be produced at Rs. 4 per unit, even with large-scale printing due to its complexity.
From creative freedom to real-world Constraints
In design school projects, students often operate within a comfort zone, allowing them to freely explore their ideas and determine their own creative direction. Apart from adhering to the given brief, they play the dual roles of both client and designer, with the luxury of extended time to complete their work. However, the reality of professional design is vastly different. Designers often face limitations imposed by clients, restricting their freedom to explore ideas, color schemes, and materials, all while working under tight deadlines. As a result, students must learn to create better designs within these constraints, rather than relying on complete creative freedom. Many students may feel disillusioned when they transition to design studios and encounter these constraints. Yet, a skilled designer can still produce exceptional work, even when navigating such restrictions.
To create a better environment for students to develop their skills and prepare them for a successful future, it is essential to provide them with practical experiences and real-world challenges.
1. Real-World Client Interaction:
Students should be encouraged to engage with actual businesses to understand the practicalities of their fields. For example, when working on packaging design projects, students can be paired with companies that need such services. This will help them gather firsthand experience on how businesses operate, what clients expect, and how packaging costs are calculated. By interacting with real clients, students will learn about the budgeting process, understanding the different factors that affect the cost of packaging, and facing the challenges that businesses encounter in this domain.
2. Collaboration with Printers:
Once students have gathered the necessary information regarding the cost per packaging, they should collaborate with printing professionals. This collaboration allows students to explore the technical possibilities of packaging design, including the choice of materials and finishes such as laminations, embossing, or specialty coatings. By working directly with printers, students gain insights into the production process and how design decisions impact manufacturing feasibility and costs. This hands-on experience will enable them to create designs that are both innovative and realistic within industry constraints.
3. Detailed Submission of Cost and Specifications:
Students should then compile a detailed report summarizing the entire process. This report should include: