generally speaking "doing what the customer wants" is not a design principle.
I agree!
The customer is always right…
…except in this business, medicine, law…. I could go on forever…
but the point I’m trying to make is that the customer seldom knows what is involved in this industry especially when it comes to graphic design. Here is where your knowledge becomes valuable. If you’re good, you can take a customer’s idea, even if it’s a bad one, mold it into an effective design, and then convince them that it was their idea. :ROFLMAO:
Also a side note: Never let the customer stand behind you when you design… especially when you are in the brainstorming process. They will always attempt to take control and the final product will always suffer because of it. You need to take charge, YOU are the professional, (or will be). These are the types of things that you can’t learn in college.
Like Sign Boy said, most of what you learn will be by working for yourself, or working for others. This is a very hands-on industry. That being said, college was an extremely valuable investment for me. I didn’t learn near as much about this industry in school as I did on the job…. maybe because it is hard for some schools to keep up-to-date with today’s technology and practices. It seems like you are always a year or two behind in software, hardware and eve techniques. Also I think once you get yourself into the workforce surrounded by professionals rather then students, the real learning begins. It might have also been different for me because my parents raised me in this industry and I felt a little bored in my design classes. But there are other very valuable tools that you can learn in colleges and universities. Dealing with deadlines in school is very similar to the dealing with them in a sign shop. You learn valuable people skills. You learn to juggle different types of jobs.
My advice would be to take your weak points and focus on them. I took business courses as electives and learned quite a bit. I also took non-western art courses that I felt helped influence my capabilities as a designer. Color theory is so freakin valuable I don’t even know where to begin to prove how important it is. Even art history has its importance. But really, when it comes to signs… I don’t really think there is a school that can teach you. It is quite a bit different then other graphic design industries. There are rules to sign design that are unique to this trade. The only place you will learn that is by spending time actually working in the industry and learning from your peers. But, a college education can also teach you things that can’t be taught on the job and give you the edge you may need.
One last thing… something to think about… I found that a degree in this industry, could come back to bite you depending if you plan on working for another sign shop and depending on the sign shop. You might find that with a degree you are over qualified to work for some shops. A good portfolio is much more valuable.
Good luck!