In October I'm going to reach my 25th anniversary at my workplace, this large-ish
sign company in Lawton. Business has been pretty good the past couple of years. It got an additional boost when a couple rival
sign guys in our community came to work for us after having a falling out with their former partner. Despite that news it has been tough for me to maintain my enthusiasm for designing
signs and I am fairly worried about what could happen within the next 10 or so years.
I really don't like how neon is becoming so rare in new
signs. There is a big emphasis on pushing variable message LED
signs, often at the expense of the primary
sign. So many new
signs are just rectangular boxes with printed graphics. It's rare to see new
signs with creative shapes and levels of three dimensional depth.
neato said:
Are clients just getting so difficult that
sign pros have just given up trying to educate them on what's good and bad design and what constitutes and effective layout?
There's very little respect for the graphic design profession anymore. However, I think the profession suffered its biggest blow almost 30 years ago when many of the
computer-based design applications started arriving. When everything was done using analog methods very few DIY amateurs had the guts to attempt that kind of work. Back then there was greater emphasis on training, formal education, even 4-year degrees. Back then any designer would approach projects with a plan and deliberate process.
Today it's all very different. People believe the computers are doing the work. They think it's like an episode of
CSI: Blah-Blah-Blah where one rattles some gibberish into the
computer's keyboard and a finished project spits out instantly. They don't think anything like "talent," "principals of design" or a "plan" figures in to any of that. It should come as no surprise quite a few think they could do the work themselves.
As for difficult clients, they've always been around in my market. The trick is developing good relationships with enough repeat customers so you have more choices how to deal with the difficult PITA clients (like having the option to tell them to take their business elsewhere).
Gino said:
However, I think there are more hacks than ever in this trade and people have just gotten used to mediocre to bad.... at best. They can't find anyone to impress them, so they figure they can do just as good as the so-called professionals.
Like difficult clients, hacks have always been around too. Of course,
computer-based tools have made it a lot easier for hacks to pass themselves off as graphic designers or
sign makers. It's nothing new to see
sign panels with all the lettering set in Arial Black, squeezed or stretched to fit any space. There are plenty of
sign shops that just churn out garbage quality work out to customers at cut rate prices.
I would say large format printers have made it easier for hacks to operate. 20 years ago all that distorted Arial Black lettering and junky customer provided logos had to be cut out of vinyl and applied to the
sign face with some level of precision. The logos would have to be vectorized, and done so in a way friendly to vinyl cutters. Today it can all be printed on one single sheet of material. Who even needs to vectorize that low resolution JPEG logo? Just print it as is! It's good enough. After all,
it's a digital file.
The thing that makes me worry about the future is what these no-talent hacks are doing to the commercial landscape. 20 years ago I looked upon ugly
signs as an annoying form of civic vandalism, but something I could use to educate customers as one reason why our
signs were better. Now I see every new ugly
sign installed differently. I see each new ugly
sign as another bullet worth of ammunition for civic leaders pushing anti-
signs ordinances. Ugly
signs accumulate. If there's enough of them visually polluting the streets of a town or city that civic government will be more likely to make some rash decisions.
Scottdale, AZ is one suburb notable for its
sign restrictions. These ordinances can pop up anywhere. Edmond, Oklahoma outlawed any new LED-based electronic variable message centers and have enacted other new restrictions. Here in Lawton we've had people on the city council try to draft sweeping, restrictive
sign ordinances (but failed). Any reputable
sign company should be aware of what is happening in the city governments where they do business.
Us
sign people (and
sign designers in particular) have to do a better job policing our own work. I'll admit this is sort of a negative way to look at it, but one of the biggest motivations I have for not churning out ugly work is I'm going to see that
sign on the landscape for years to come. If I did a terrible job designing it that ugly
sign will remind me of the bad job I did every time I drive past it. If I at least tried to do a good job, but was overridden by poor customer decisions, I'd feel a little better about it. I might still be mad at the customer, but I wouldn't be mad at myself.
My concerns about
sign ordinances go past protecting the future of my job. We have a retail apocalypse in full swing now. Brick and mortar retailers actually need, more than ever, to spruce up their store front identities. They need vibrant, effective signage among other things. The commercial zones of city streets need to look really cool and inviting. If it's all covered up with bushes, trees and other landscaping it's going to be that much easier for people to stay home and order all their stuff online. And that will be bad for the local economy. The last time I checked we haven't been selling any
signs to Amazon. But our shop does business with a lot of local employers Amazon would seek to put out of business.