I think Lupton’s article has some valid points. It is very important to be able to execute your thoughts in some type of format. I really do think it is more important to be able to come up with a creative idea. That is one of the more important and difficult parts of our field. If you can stimulate your mind to come up with a creative and effective idea then you have leaped over a huge hurtle. I find it more difficult to come up with ideas than it is to execute that idea. If you can come up with the idea and put it on paper then you can find designers to execute your idea. I have worked with creative/art directors that have great ideas but could not execute their ideas on the computer. So, the creative/art director would do a sketch of their idea and then turn it over to a team of graphic designers to lay it out on the computer.
On the other hand when we are working on assignments for class I can understand how it can become challenging if you don’t know how to use some of the programs. In school we are not asked to just be creative. We are asked to do it all.
Programs can be taught (skill) but creativity is a talent not a skill. I also believe if something is beautiful it does not mean it works.
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