Our biggest problem is fear.

When the fundamental needs for food, water and shelter have been satisfied, the next in our hierarchy is safety. Most of us manage fear by relying on what is familiar and safe. A huge problem we face is fear: fear of failure and fear of ideas. Substandard design is most likely the result of this. Clients, designers, and audiences are risk-adverse because we are frightened by what is outside of our comfort zone.

How can we overcome this? Know that you are in good company. To be successful, you have to get used to the idea of putting yourself out there. Maybe you fear others judging you, failure, success or all of the above. You may be wired to worry, but courage can be learned.

Consider this scenario; your company hires a designer to give your brand an overhaul. You want to change the way people feel when they think about your company. The designer presents you with ideas that scare you because they are different. However, if you keep doing the same thing, you will get the same result.

Clients hire designers based on the trust that they can do the project. If the designer agrees with everything you suggest, that should be a red flag. As long as they push back and provide solid reasoning, the client should take the advice. A designer is hired to solve a problem, not give clients what they like.

Shaughnessy, Adrian. 2005. How to be a Graphic Designer Without Losing Your Soul. Princeton Architectural Press. New York, New York.

Diamond, Stephen D., Ph.D. 2011. Overcoming Fear: Existential Lessons from the Cowardly Lion. Psychology Today. Retrieved May 6, 2013 from http://www.psychologytoday.com/collections/201106/fear-and-courage/what-is-courage-existential-lessons-the-cowardly-lion