DESIGNER, dm DESIGN, AUSTIN TX
Dave McClinton has worked in the design industry for 25+ years, gaining experience in print, digital and brand design. That knowledge and drive has been earned within the publishing world, tech startups, and design studios. As an accomplished senior designer, he is passionate about advancing the strategic value of smart design.
Logo design and developing the visual aspects of brand communications for individuals, businesses and nonprofits is his current sweet spot. Dave’s work as a graphic designer has been to communicate quickly and efficiently through logo and branding work. That economy of message can be applied to art. In addition to continually serving design clients, he is also an emerging artist who has exhibited highly personal work for the last few years. And it’s not an either-or situation as Dave will happily continue to pursue challenging creative outlets of all sorts.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?
Shaping culture and causes is what design has always done. I’ve witnessed the slow crawl of influence over years (pre internet) to the instantaneous delivery of an impactful message in today’s media landscape. With Graphic Design being firmly seated as a factor regardless.I believe design should be seen as an integral part of the strategy of building a message or supporting a cause. Lack of attention to the power of design can be expensive. Making the extraordinary communicate as attainable, the inexplicable read as tangible. It’s what we do.I have engaged with more people who understand that design is strategic, not just decoration. Nonprofits, state agencies and small businesses all want to be more presentable and professional when facing their audience. Having a clear voice in this evolving era of communications is being valued which means the future can be bright for the design industry.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
As a design insider, I’m still susceptible to a beautifully designed package. I understand how the use of color, font, and texture are manipulating me. There are products I do not want that will have me lingering in an aisle, admiring the design. I’ve purchased coffee drinks, I suspected would taste awful, because of the way the bright orange text popped of that dark brown background with the textured paper… whew. Anyway, who among us hasn’t purchased wine based on the label? Because we have become accustomed to shopping online, even for groceries, package designers are trying harder to engage us with touch. To reward the experience when we’re there in person. And, if shipping the product is the main interaction, often the unboxing experience is better than we might have expected. Art directed product photography, tactile satin papers and high-end boxes can make the consumer feel as if they’ve been let into a club. Bios of the makers, or anecdotes about the original users of the product turn the package into a vehicle for a story. Modern consumers are bored, cynical and need to be wooed. Packaging that succeeds in the “pick me up” game has a huge advantage over their competition.
