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| Cancerfonden, Kalle Mattsson, Sweden, 2016 |
“Graphic Design in and of itself isn’t that interesting,” says Rebecca Wright, Programme Director of Graphic Communication Design at Central Saint Martins, “what is interesting is what it does in relation to the subject that it’s serving. It is a service industry for the public and it comes to life in that context.” Wright is responsible for co-curating 'Can Graphic Design Save Your Life?' which is currently on show at the Wellcome Collection. The exhibition explores the impact of graphic design in health and pharmaceuticals as companies seek to educate, save lives, or simply sell products. I have visited this exhibition a number of times since it's opening, and have found that, critically, the display also explores the ways in which we as designers, can educate, promote, provoke and empower the public.
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| Umeda Hospital, Kenya Hara, Japan, 1998 |
From branding and packaging to public health adverts and hospital way-finding, 'Can Graphic Design Save Your Life?' explores how graphic designers persuade, inform and soothe their audiences. Along with many of the exhibited items come explanations of their real-world impact – from the alleviation of violence in A&E departments or the reduction in cigarette sales to the containment of an infectious outbreak. The show begins with perhaps the most predictable subject, a section on design's rocky history with tobacco, from seductive attempts at selling cigarettes to equally important efforts encouraging people to kick the habit. But that's just the persuasion section. As the show expands around you, so too does the ways in which designers have used their talents as a force for good. Too often we think of the beautiful aesthetics of design as the end of the process, but it can also be a catalyst for change, powerful, impactful and fundamental. Towards the end of the exhibition, there is a nod to Ken Garland's 1964 'First Things First' manifesto, which was a call to action against designers being complicit in the support of mass consumerism through advertising, and rallied for the return of a humanist aspect of design. Titled as the 'Provocation' section, it felt very appropriate to have the words of Garland along with the 20 other designers who signed the manifesto (some of whom's work is exhibited in the show) alongside objects and campaigns which highlight design’s potential to inspire people to take action.
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| First Things First Manifesto, Ken Garland, 1964 |
While not ignoring design's ability to persuade, manipulate and ultimately sell, there is so much joy to be found within this exhibition. As Rebecca Wright explains:
"This is one few facets of Graphic Design that everyone feels good about. Some would question if we should celebrate selling another product or designing another annual report but this is an area where we can all, as designers, point and say ‘See, this is our function’. It’s great to reveal some of that.”
A piece of exhibited work which sums this sentiment up is design consultancy PearsonLloyd's response to an open design brief issued by Design Council and the Department of Health. The aim was to reduce violence in accident and emergency departments in hospitals. Research suggested that what most frustrated patients was a lack of information about the A&E process. The result was a comprehensive system that informs and orients patients through their A&E experience, from the waiting room and triage to consultation, along with live waiting times. Amazingly, after a one-year trial of the system, recorded violent incidents fell by 50%. This project was all about information. Information communicated effectively in the waiting room allowed patients to understand why someone else might be seen faster, for example. By informing patients you help to lift anxiety which is the cause of much of the negativity and, ultimately, violence. This is one of the moments in the exhibition where, as a designer, you feel a renewed sense of pride and enthusiasm for what the profession can achieve. A seemingly simple piece of visual communication working to create a healthier, happier and safer environment for everybody.
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| A Better A&E, Addenbrooks Hospital, PearsonLloyd, Cambridge, 2012 |
For me, the exhibition gave invaluable insight into the ways in which graphic design can be so much more than selling. We tend to think of ethical projects as 'do-goodism', work for charitable organisations for example, but this display explored and celebrated the range of ways in which creatives are making social design. Yes, charity is an important and valid part of that, but so too can be making hospitals a friendlier place for adults and children alike, or creating wearable technology which monitors daily activity and allows people to take greater ownership of their health. After absorbing the impact of over 200 objects spanning a wide range of disciplines, it's hard not to agree that graphic design can save lives - or at least has the power to make lives easier, more pleasurable, and more fulfilling.