Fight against the ugliness: why design deserves better

There’s a lot of ugliness out there. I’m talking about the ugliness that comes from businesses cutting corners, undervaluing design, and settling for cheap, cookie-cutter solutions instead of something crafted with intention and expertise. It’s everywhere – in garish shopfronts, unreadable logos, poorly laid-out brochures, and websites that look like they were built in 1998.

And it doesn’t have to be this way.

Massimo Vignelli famously said, “An immense amount of visual pollution surrounds us… we must fight against the ugliness.” That sentiment fuels everything I do. Fighting ugliness means bringing clarity, purpose, and beauty to what people see daily. It means ensuring design isn’t just an afterthought slapped on to tick a box but a foundational piece of how a business communicates its value to the world.

A Profession, Not a Hobby

Graphic design isn’t just about making things “look nice.” It’s about creating visual systems that solve problems, communicate messages, and engage the right audiences. Unfortunately, many businesses, especially when working within tight budgets, may unknowingly turn to less experienced designers or generic solutions. While this can sometimes offer a quick fix, it often misses the opportunity to elevate a brand or communicate its unique value honestly.

But let me be clear – this is not about pointing fingers or judging finished work purely on its appearance. I fully believe that design outcomes are shaped by the pressures placed on the designer or agency. Budgets, timeframes, and client relationships directly affect the final result. I know how challenging it can be to balance creativity with constraints, and I don’t assume I know the backstory behind someone else’s work.

However, I can speak to the bigger issue: the lack of value some businesses place on design. When design is seen as an afterthought or when the cheapest option is chosen without considering the impact, the results are predictable.

Why Invest in Design?

Think of design as an investment, not an expense. A well-designed brand doesn’t just look better – it performs better. It communicates professionalism, credibility, and care. It helps customers trust you before you’ve even said a word. But getting to that level requires expertise, thought, and, yes, money.

Businesses that understand this thrive stand out, attract loyal customers, and build a reputation for excellence. The ones that don’t get lost in the visual clutter, blending into the background of mediocrity.

The Most Visually Challenged Sectors

It’s impossible to ignore that specific business sectors seem especially prone to visual challenges. Whether it’s tight budgets, a lack of design awareness, or a general resistance to change, these industries consistently produce some of the most uninspired and poorly executed visual work. In a future blog post, we’ll explore why this happens and how it can be improved.

Design Is a Choice

Choosing to invest in good design is choosing to fight against ugliness. It’s deciding that your brand – your business – deserves to be taken seriously. And that’s what I’m here to do. To elevate, simplify, and bring clarity to the noise. To craft brands that stand out, not just for now, but for years.

So, let’s stop settling for mediocrity. Let’s stop contributing to the mess. If you’re going to call yourself a designer, prove it. And if you invest in your brand, make it count.

Because good design isn’t just a luxury – it’s a necessity.