28/01/2024
Design Education in Pakistan
*The Road Less Traveled*
Almost 2 decades ago, I had just graduated and was picked by a renowned advertising agency on the basis of my thesis. I still recall exactly what I felt after spending my first few days at my first job: a mix of panic and confusion and worry that there was no possible way I could survive.
It wasn’t that I hated my job. I was just overawed by the tough nature of the job given to me. For example, I was made responsible for solely designing packaging for a dairy brand’s line of yogurt. I was passionately doing what I had learnt at college. Eye candy colors, disjointed typography and Brody’s design philosophy is what I incorporated in there but as soon as I presented this to my boss it was straightaway rejected and I was disheartened. I had no clue what sort of design my boss wanted. I felt insecure and my fears were coming true.
It could be insignificant for some. But in actual, it is that very delicate shift in approach that many young designers struggle to make. The curricula at design schools often compel students to think like creative directors. It also entails making choices based on aesthetic values and theory. Whereas, in all reality, it is much more than just design gurus that a functionally successful firm often requires.
Beyond the nitty gritty of design and aesthetics, sharp business skills are a must. People that can sell compelling visions to meet a client’s needs are of utmost significance.
This process inclines to introduce students with a focused skillset, but it neglects to help students comprehend that once they leave school and join the profession, that void disappears. Design in the real world is a tool businesses use to achieve tangible goals. Design concepts and decisions must, therefore, be made on more than just the basis of aesthetic value and theory. Those decisions must be made with a well-rounded understanding of the client’s business.
This lack of awareness causes significant anxiety to many young designers who spend their time at universities thinking only of aesthetics. Once they step into the real world of professionalism, they are required to consider budgets, efficacy, purpose, logistics, commercial, and social trends.
Schools give these students mastery of the practice and language of design, but could do a better job equipping students to effectively sell a compelling vision that meets the client’s needs. Designers must translate their technical concepts into a language that can be understood by the laymen and resonates with a client’s value system.
In terms of design education in Pakistan, we have a few institutions mostly offering bachelor’s degrees, that too in major cities. There’s a strong focus on either print design or on filmmaking, despite the fact that even our market now demands more digital designers than conventional visualizers and art directors. Despite the fact that our design academia is outdated, one look at the curriculum makes it obvious that there is a huge void between academic theory and real-life practice.
What worsens the problem is the lack of depth in curriculum. When the students finish academic training, and enter the job market. They realize that most of what they have been taught is now irrelevant — the reason being that most of what is taught by the teachers, does not apply to the Pakistani market.
In order to achieve success, it is essential that design schools and colleges recognize the importance of gelling theory with commercial experience keeping the local design industry in view. For this to happen, the academia and corporate world need to have a workable and stronger bond.
It is essential that the curriculum being taught focuses not only on markets outside Pakistan, but also teaches practical cases of Pakistani design practices, and mentors. There are numerous success stories in this country ranging from branding to UX to advertising to film-making. These are vital teachings that can bring infinite value to the lives of Pakistani design students.
Murtaza Khaliq is a design professional and an instructor.
