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Having ‘good taste’ won’t save designers
As designers face increasing competition from AI and accessible design tools, the notion of 'taste' is being positioned as a key differentiator in the industry. However, the article argues that relying solely on taste may not be sufficient; instead, the true competitive advantage lies in having the conviction to act on one's taste, even amidst uncertainty.
FastCompany: “Taste will be the key differentiator.” “Taste is what AI can’t replace.” “Taste is our competitive advantage.” Have you heard these as many times as I have over the last year? It feels like every time technology is mentioned, especially AI, the go-to argument is that as execution gets easier, we have to move upstream and be hired for our thinking. Then that standard conversation around “taste” arises as the key to unlocking our future greatness. I am not here to disregard the fact that this might be true.
Instead, I want to challenge it with an open mind and share my thoughts with you, so you can have a ponder on the topic, because if I am honest . . . I worry this narrative is becoming a little too convenient.
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For information, go to themadebyjames.com.","subhed":"","description":"","ctaText":"Learn More","ctaUrl":"http:\/\/themadebyjames.com","theme":{"bg":"#000000","text":"#ffffff","eyebrow":"#9aa2aa","subhed":"#ffffff","buttonBg":"#3b3f46","buttonHoverBg":"#3b3f46","buttonText":"#ffffff"},"imageDesktopId":91563943,"imageMobileId":91563950,"shareable":false,"slug":"","wpCssClasses":""}} Uncertainty Designers are understandably feeling uncertain right now. Even a designer with a couple of decades under his belt like me would have to be hiding under a rock to not feel the instability within our space right now.
Many of the things we have spent years learning—our eye for good execution, our technical know-how and craft—are now becoming accessible to every human and their dog. And when a community feels under threat, we tend to dive deep into our pockets looking for something that can protect us. Right now, the design industry keeps pulling out the taste card from amongst the fluff and crumbs. But I can’t help wondering why, and I am continually reading articles and watching podcasts, saying to myself—REALLY? Is taste REALLY our last great defense against AI?
Or do we desperately want it to be because it’s something we’ve already spent our careers developing? There’s something incredibly convenient about believing the thing that will save us is something we already own. The theory that we don’t need to change or evolve, as we have all the answers we need. But this is the biggest worry for me. Taste, when positioned as the hero, risks becoming another comforting story we tell ourselves to protect our sense of value rather than forcing ourselves to evolve. We’ve always needed a villain This isn’t the first time designers have felt threatened by a change in technology.
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The article addresses the evolving role of taste in design amidst AI competition, providing valuable insights for brand strategy professionals navigating these changes.