I remember when I was in an art gallery, during my time studying for my graphic arts degree at Liverpool Uni, and I saw a piece of art on the wall, and I commented that I didn’t like it. One of the tutors overheard what I’d said and replied: ‘Ah, but is it a bad piece of art?’

It was a good point. Because although I disliked the overall aesthetic look of the piece, after reading about the artist’s idea and the process he’d used, I came to the conclusion that it was a ‘good’ piece of art. I didn’t enjoy it from a visual point of view – I wouldn’t have bought it and hung it in my studio, for example – but I suddenly understood that is was ‘good art’.

This realisation has stood me in good stead throughout my study and professional practice, and I feel it has enabled me to explore different solutions to creative challenges.

I still come across many artists and designers who find it difficult exploring alternative methods and styles of working, and who still make important design decisions based on their own personal likes and dislikes: "I don’t like that colour so let’s not use it" for example.

I feel that these decisions are bad design decisions, and that sometimes you have to produce work that you don’t necessarily ‘like’, yet you know (through experience and study) to be sound design that is the correct and most appropriate solution based on the parameters of the brief.

Hmmm … I quite liked that last bit – made me sound quite intelligent. In fact, I’m going to repeat it but this time in italics …

sound design that is the correct and most appropriate solution based on the parameters of the brief

Nice.