I’ll add that they shouldn’t be designing for designers, either. Whether words, images, design or engineering, the key is, as you say, creating a spark. They’re all tools — it’s how they’re used to convey meaning.
Agreed. At the core of all communications disciplines, there’s a rather simple and fundamental question that that practitioners need to ask themselves.
“A person is going to read this. How do they feel and what do they think now, and how do I want them to feel and what do I want them to think after they have read this designed piece?”
The web’s push toward standardisation and towards templates means that designers think this is a question that gets asked once per website. Worse, this mindset is creeping into places where there’s not even any excuse for it – like print design. And that seriously concerns me.