A few years ago, I was fortunate to meet with Fred Seibert, the first Creative Director of MTV, now Founder/CEO of Frederator Networks‚ producing some of my families' favorite animated series. I was in the midst of a mid-work-life crisis and looking for some career advice and inspiration.

When I met with Fred, he asked what I wanted to do. I naively told him, "I want to be creative and I want to do something good for the world." He full-on laughed at me and replied, "How about you just don't do bad?"

"Just don't do bad?" Hmm. At first I thought that sounded like a cop-out‚ a way of easing one's conscience without actually doing anything. But, the more I though about it, the more I realized, "not doing bad" is a pretty heavy load to carry as a designer. Sometimes you don't even know when you are doing bad.

As designers, we have the power to create and change perceptions, whether it's helping to sell a product or a service, electing a politician, raising money for a cause. It's our job to create designs that shape people's opinions. So, how do I ensure that I am not "designing for bad?"

Well, one sure fire way of "designing for bad" is lying to your audience. Granted, as designers, sometimes it can be hard to know whether we're designing for bad or not. We like to think of all our clients' products are the best and that they're telling us the whole truth. But problems arise if and when designers don't care about telling the truth. We can't deny the harm that can be done in false advertising.

A RICH HISTORY OF DESIGNING FOR BAD:

Put soda in your baby's milk. It's super-healthy and sounds delicious.

Eat candy before a meal and you'll lose weight. That sounds like a diet I can stick to.

More doctor's smoke Camels, so you know they're good for you.

Having trouble sleeping? Have some cocaine, that'll calm you down.

Because advertisers have a history of being less-than-truthful, there has been an evolutionary backlash against false advertising. Consumers are now wary (and cynical) of everything they see, hear and read. As a result, the most successful brands are the authentic ones. Once you lie to consumers, they won't believe anything you have to say. For example, if you are a candidate running on a "family values" platform, and you get caught in a torrid sex scandal, good luck winning the next election. However, to use that same example, I can't count how many politicians have come back from said torrid sex scandal with a simple mea culpa: "I'm a pig, but I'm trying to do better." (But I digress.)

My point: "design for good" isn't limited to designing for non-profits and social causes (although that is a great thing to do). It extends to everything we do. How do you make sure you design for good? Ask questions. Research the products or ideas on which you're collaborating. Be honest. Trust your gut and follow your convictions. If something doesn't feel right, it probably isn't. While it might be tough to disagree with (or lose) a client or project in the short-term, you'll maintain your integrity in the long term — and there's no replacing that.

Fred was right. If you want to do good for the world, start by just not doing bad. Stay true to your beliefs and encourage your clients to be authentic. By not designing for bad, you'll establish trust with your audience. And within that trust, there is space to design for good!