T-shirts, posters and other accessories are being increasingly seen as an important part of a designer’s style and, as such, are being encouraged to take on a more formal design language.
However, while there is a trend for a more casual approach, the new guidelines on what is considered a ‘designer’ and which is not has sparked heated debate and debate.
In a survey conducted by the Advertising Standards Authority, designers were asked which of their work is ‘designing ladies’, while also asking what is ‘the most important part’ of a design, while the same question was asked for men.
The results showed that while both men and women rated ‘designers’ as being important, there was an overwhelming gap between women’s and men’s views.
While the gap was about 1.8 per cent, in men’s eyes it was about 5.7 per cent.
The survey also asked if women or men could do the same job in their own work, with a further 7 per cent saying yes to both.
The guidelines on ‘design’ were also criticised, with the Advertising Code Authority claiming that there was a ‘trend’ for designers to be more formal than their male counterparts, while at the same time being less professional and creative.
The Advertising Standards Agency said: ‘It’s not a trend or a trend is an idea, it’s a mindset.
‘In the current fashion landscape, there is an expectation that a woman’s job is to make clothes.
But we all know that a designer is much more than that.’
‘Women are more professional, and we’re more creative than men’ The new guidelines come just months after the Advertising Council of Australia launched a campaign called ‘Make Me Feel Sexy’ aimed at promoting female agency work, including ‘creative’ female designers.
While there are certainly some ‘designs’ in which women are more likely to do, this does not appear to be the case with ‘design-based’ agencies.
According to the ABC, women’s creative work is more often focused on fashion and social commentary, while men’s work is focused on technology and photography.
The organisation has also suggested that the focus on female agency designers could have contributed to the decline of female-led creative agencies, arguing that a lack of female talent in the field has meant that many women have been pushed into creative roles that they would not have been if they had been hired by an agency.
‘Designers are often more formal, while women are often less’ ‘Agency design is a skill that needs to be learned and honed’ While the guidelines are certainly an important step forward for the industry, the ABC has received a number of responses from the public who feel that the guidelines have been overly restrictive, and have criticised the Advertising Codes Authority for failing to recognise that the ‘design is not the end all be all’.
‘The guidelines are good, but they are too restrictive.
I’ve seen designers who have gone through the process of doing a design and not seen a lot of progress,’ one reader commented.
‘If you have a woman on the commission, you want her to have a certain level of agency.
You want her on the design team.
It’s a matter of making sure she has the skill, not the ability to be a creative person.’
‘There are a lot more women out there doing it than ever before’ Another reader commented: ‘There’s a lot fewer women out on the commissions.
It is a lot harder to find people.
You’re a woman, but you’re not a creative woman, you’re a designer.
There are a bunch of talented women out and about, but the barriers are a little bit higher.’
The Advertising Code Agency has responded to the feedback and has stated that the agency has made a number to changes to the guidelines and that it will continue to monitor the issue and make further changes if necessary.
However it has also warned that while the changes are good for the profession, there are still plenty of ‘design and style’ experts out there who do not see the need for the guidelines.
Advertising Standards Agency: Why the guidelines aren’t perfect: “We’ve already changed the guidelines, we’re in the process now of updating them,” agency head of design at the Agency Sarah Widdecombe told the ABC.
“As always, we want to listen to our clients, listen to their feedback, and then we’ll make the changes that are appropriate.” “
‘People need to stop being offended and being judgemental’ While some of the responses from people who were critical of the guidelines were supportive, many others felt that they were unnecessary. “
As always, we want to listen to our clients, listen to their feedback, and then we’ll make the changes that are appropriate.”
‘People need to stop being offended and being judgemental’ While some of the responses from people who were critical of the guidelines were supportive, many others felt that they were unnecessary.