Instructional design isn’t just about theory anymore. Today’s learning leaders need a strong understanding of visual design and technology to create truly engaging experiences. In this latest article, we explore the importance of a “creative eye” for learning leaders and offer practical tips on how to develop this essential skill.
(JZ) In this article, weโre looking at the learning leader as a โCreative Eyeโ. To begin, this phrase probably needs some explanation. I think itโs a phrase that we often use in conversation or with our teams, but what we really mean may be unclear to others.
(MT) I would agree. When I first began working in the field of learning and development, instructional designers were really a one-stop shop. They were expected to be good writers, working with SMEโs, gathering content, and writing storyboards. Then they were also expected to use the software to create eLearning modules. At the time, these were not much more than narrated PowerPoints with some animation. Oh, and of course, we usually recorded our own audio. But as time went on, we saw an increasing level of sophistication both with software capability and then client expectations. It became clear pretty quickly that one person typically didnโt have the gifts or training to excel at all of this.
(JZ) I remember well when we became aware of this trend and made a conscious decision to make a change with our teams.
(MT) I remember that well, too. It became pretty clear that a formally trained instructional designer has the advanced degrees to do a thorough needs analysis, write objectives, design correlating evaluations, and of course, design the learning experience. Typically, though, they donโt then also have the formal training in graphic design or more complex software development. The opposite was true as well for a formally trained artist, designer, or developer.
And so, we found that it made a lot more sense to divide up responsibilities based on gifts and abilities.
(JZ) Which leads us finally to the point of this article. How important is it for a learning leader to have a creative eye. Should they be expected to provide everything from a vision for the design all the way to understanding colors and layout?
(MT) I think this is a fair and very good question. I also remember a bit of the fear I felt leading the team when we made this decision. Iโm one of those people that can look at something and know something was โoff,โ but I couldnโt necessarily tell you why and certainly not how to fix it. At that point, we made a decision to hire more qualified design professionals for our team, and I was able to learn so much from them.
(JZ) So you think itโs important for a learning leader to have this creative eye then?
(MT) I want to clarify that. I think itโs critical that a learning leader understands the importance of a creative eye, even if they donโt have one. We can talk about how to learn and grow in that area as well as how to make good choices in staffing to support the effort, but it is critical that the leader understands its importance.
(JZ) Letโs get to that then. How did you essentially upskill yourself? What are some suggestions youโd give to other learning leaders to develop that creative eye?
(MT) I had three main things I did to try to improve, and I think theyโd be useful for anyone in this position.
Study Design Principles: Understand the fundamental principles of graphic design, such as balance, contrast, alignment, repetition, proximity, hierarchy, and space. A book Iโve referred to often is Graphic Design for Everyone by Cath Caldwell. Itโs written simply and has a lot of excellent visuals.
Develop Visual Literacy: Develop the ability to read and interpret visual information. This involves learning about typography, color theory, and layout design. Resources like Thinking with Type by Ellen Lupton and a general color wheel tool can be helpful.
Analyze High-Quality Designs: Regularly analyze and deconstruct designs that are considered high quality. Platforms like Behance, Dribbble, and Pinterest can be excellent sources of inspiration. Pay attention to what makes these designs work, considering aspects like color choices, typography, and composition. I remember a colleague once coming into work talking about some specific television commercials she had been watching over the weekend and studying the design elements. To be honest, I had never even thought of that. I mean most of us just go right past commercials when we can. But she really made me think. I now spend time watching commercials with a more critical eye. I also will look at high end magazines and other print media specifically looking at the design concepts.
(MT)
And to extend that example a little further, I would say broaden your creative exposure. Expose yourself to different forms of art and design beyond graphic design, such as photography, architecture, and fine art. This can inspire fresh ideas and different perspectives. Iโve always loved architecture, so I try to take that in when we visit anywhere new. And there are all kinds of online sites or social media to view and study excellent photographers, influencers, and designers.
(MT) And finally, as a learning leader, I would reach out to experts. It doesnโt all have to be self-taught materials. Reach out to those you know in your organization, the marketing department is a good place to start, or others in your network to ask questions and learn from them.
(JZ) The next obvious question I have is, how do you build that awareness and capacity on your team?
(MT) Sure, chances are you have some people on your team who have those skills already. If you do, I recommend being far more intentional about having them share their knowledge with the team. Schedule โlunch and learnโ or informal times where they can present design principles. Weโve had a lot of luck letting our team deconstruct more sophisticated designs. Have your team expert share what they did and then let the team play around with the files trying new things. And of course, if there is a budget, send your team to workshops, pay for conferences or subscriptions to Skillshare, Udemy, or Coursera.
If you are in a position or need to hire, I would suggest thinking outside the box. One thing we found is that it is far easier to teach someone how to use Articulate Storyline (for example) than it is to find someone with truly exceptional design skills. Expand your search. We often looked for graduates of art school, fine artists, or those with advertising or marketing design backgrounds.
If hiring isnโt in the budget, then I have another suggestion. Hire a contractor to create some templates for your team or for specific high visibility projects. If you can develop a good relationship with a contractor, you can even ask them to share their expertise with your team in an on-going way. Itโs a great approach to upskill your team.
(JZ) What role does AI play in all of this?
(MT) I knew you were going to ask that. Honestly, I purposely left AI out of the conversation here. Obviously, there are many AI tools and even subscription sites that will create templates, brand guidelines, and visuals of all types. Those are tremendously useful, and I always recommend using them. But they will often only get you 60% of the way there. And then, youโre still left in the same position I originally mentioned. You know something isnโt quite right with the design, but you donโt know what, and you donโt know how to fix it. Understanding good design principles and how to apply them is still a critical part of the job of a learning leader.
(JZ) Thanks for the conversation today, Miriam. I appreciate your thoughts.
(MT) Thank you, Jerry. Admittedly, this topic is one that I personally feel I donโt have as much expertise in but maybe thatโs okay. Iโve had to learn a lot over the years, and itโs been a fun journey. Hopefully my thoughts will encourage other learning leaders to expand their creative eye.
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