Average is the New Excellent (Art/Design)

Why craftsmanship in art and design has been dying a very cruel death—and why you should care.

For decades, design was more than just a means to an end—it was an art form. Designers studied typography, color theory, and composition for years, developing skills that allowed them to craft thoughtful, meaningful visuals that elevated brands and told compelling stories. But gradually, like the frog boiling in the kettle, something has changed, and not for the better. The rise of digital tools, the pressure for fast-paced content, and the devaluation of design as a profession have led to the slow death of craftsmanship in the industry today. The consequences are everywhere. The work to make people care, has become careless.

"It is better to be alone than in bad company." - George Washington

A Shift from Mastery to Convenience

In the past, graphic designers were artisans. They meticulously hand-lettered typefaces, sketched logo concepts, and carefully selected paper stocks for print projects. Every decision was intentional, rooted in an understanding of both aesthetic and function.

Today, convenience has overtaken mastery. Design software, templates, and AI-powered tools have made it easy for anyone to create visuals without needing to develop foundational skills. While accessibility is a positive step for democratizing design, it has also led to a flood of uninspired, cookie-cutter work. Rather than spending hours refining a logo or a layout, designers (or non-designers) now turn to drag-and-drop solutions that prioritize speed over originality.

The Rise of ‘Fast Food’ Design

Much like the shift from home-cooked meals to fast food, the graphic design industry has moved from quality craftsmanship to mass production. Businesses demand high volumes of content at a rapid pace, forcing designers to churn out designs rather than refine them. Social media platforms, in particular, have fueled this shift, requiring brands to produce endless streams of visuals just to stay relevant.

As a result, the emphasis is no longer on well-thought-out, timeless branding. Instead, we see a race to create something good enough rather than something truly exceptional. And when mediocrity becomes the standard, the overall quality of design suffers, and average (at best) become the new excellence.

The Loss of Typography and Composition Skills

Typography, once a cornerstone of great design, has become an afterthought in many modern designs. Pre-made fonts, auto-kerning, and default layouts have replaced the careful selection and spacing of letterforms. Many designers today have never studied typographic hierarchy or the nuances of leading and tracking, resulting in designs that feel amateurish and lack readability.

The same goes for composition. Where once designers arranged elements with precision and purpose, now many rely on templates that provide default placements. The art of visual storytelling—using contrast, balance, and negative space to guide the viewer’s eye—has been largely replaced by generic, one-size-fits-all solutions.

Corporate Cost-Cutting and the Devaluation of Design

Part of the problem lies with companies that have deprioritized design quality in favor of cost-cutting measures. Instead of investing in skilled designers, many businesses now outsource work to inexpensive freelancers or rely on AI-generated graphics. While this may save money upfront, it often leads to generic branding that fails to make a lasting impact.

Moreover, with so many untrained designers entering the field through easy-to-use tools, wages for professional designers have stagnated. Companies see design as a secondary function rather than a strategic asset, further eroding the value of true craftsmanship.

The Impact on Brands

The decline of craftsmanship in graphic design is not just an issue of aesthetics—it has real consequences for brands.

• Loss of Brand Identity: With so many companies using the same templates, logos, and stock graphics, brands lose their uniqueness. This makes it harder for customers to differentiate one brand from another.

• Weakened Customer Trust: Consumers often associate high-quality design with professionalism and reliability. When a brand’s visuals look cheap or poorly executed, it can diminish trust and credibility.

• Shortened Brand Longevity: A well-designed brand identity can last decades. But when brands chase trends and opt for quick, low-effort designs, they often find themselves rebranding frequently, confusing their audience and losing brand equity.

• Reduced Emotional Connection: Thoughtful design has the power to evoke emotions and build connections with customers. When brands settle for uninspired, mass-produced designs, they miss the opportunity to create a lasting impression.

• Decreased Perceived Value: Design plays a crucial role in perceived value. A brand with sleek, well-crafted visuals appears more premium, while a brand with cheap, uninspired design feels less valuable, even if the product itself is high-quality.

Why Craftsmanship Still Matters

Despite these challenges, craftsmanship in graphic design is not dead—it is simply undervalued. And for brands that want to stand out, investing in high-quality, intentional design is more important than ever. Thoughtful design builds trust, tells a story, and creates emotional connections with audiences in ways that cookie-cutter visuals simply cannot.

To revive craftsmanship in design, businesses and designers alike must push back against the culture of speed and convenience. That means:

• Prioritizing originality over templates

• Valuing quality over quantity

• Investing in skilled designers who understand the principles of good design

• Taking the time to refine and iterate rather than settling for the first draft
  

Great design is not just about aesthetics—it is about communication, emotion, and storytelling. When we abandon craftsmanship, we lose the ability to create something truly meaningful. It’s time to bring it back.

Craftsmanship in design isn’t dead—it’s just waiting for those who are willing to care enough to fight for it. To care enough to make us all care.