Professional ethics important throughout the design process
22.10.2013
A designer’s work must be based on originality. The School of Arts, Design and Architecture tackled a topical issue by arranging a seminar discussing the teaching of professional ethics in design, ethical practices in the sector and copyright legislation.
What should every student know about copyright issues? How are professional ethics taught? What is the moral responsibility of a designer? Professor Pirjo Kääriäinen, Professor Jouko Järvisalo, Maria Rehbinder, Legal Counsel (IPR) at Aalto University, and student representatives Pilvi Hussi and Rafael Linnankoski provided answers to these questions in their introductions at the morning seminar.
Pirjo Kääriäinen, who works as Professor of Textile Art and Design at Aalto University, gave a number of examples illustrating how professional ethics and copyright issues are taught at the School of Arts, Design and Architecture. These issues are discussed throughout the degree programmes, from the orientation studies to the assessment of the theses. The responsibility of the designer and the ethical code connected with it are already highlighted at the beginning of the studies.
‘Students are doing different types of project with companies and the public sector all the time. A joint project is always based on a contract. Its aim is first and foremost to ensure that the design, solution or product created by a student is not used illegally or copied’, Kääriäinen explained.
In his address, Jouko Järvilehto, Professor of Furniture Design at Aalto University, emphasised the importance of original design and the responsibility of the designers for their work.
‘Originality guarantees copyright and success. However, a designer must have patience because you cannot create original design in a rush. Creativity is not a matter of quick wins’, Järvilehto noted.
‘The designer has sole responsibility for the originality of the design. The company’s managing director or artistic director can never be familiar with the whole field of design and ultimately, the responsibility always lies with the designer’, Järvilehto emphasised.
Rights and responsibilities of the students
Maria Rehbinder, Legal Counsel (IPR) at Aalto University, explained how copyright issues are taught at different stages of the studies. Lectures on the topic are arranged and the services provided by the Art University Copyright Advice, self-study material and model contracts are available to the students. Copyright issues are also examined with the students in connection with competitions. Students are advised not to take part in competitions in which insufficient consideration is given to their rights.
Pilvi Hussi and Rafael Linnankoski, both students at the school, reminded the seminar that, in the final analysis, you learn everything by imitating others. In their view it is not possible to live in a vacuum and still remain original. In design work, one can unintentionally create solutions that already exist. Hussi and Linnankoski emphasised that students must know their rights but also their responsibilities. In fact, the students presented a challenge to the professionals: How can the referencing system already used in science be also applied in arts and design?
Future changes and development needs
There was also discussion on the meaning of a designer’s work in today’s world and on how design practices and teaching should be developed as part of process. The issue was debated by Helena Hyvönen, Dean of the School of Arts, Design and Architecture, Salla Heinänen, Executive Director of the Finnish Association of Designers Ornamo, Antero Jokinen, Chairman of Grafia - Association of Visual Communication Designers in Finland, and Esko Rautiola, Chairman of the Finnish Association of Architects (SAFA). Päivi Tahkokallio acted as the moderator of the panel discussion.
When asked what professional ethics mean for her, Helena Hyvönen mentioned honesty, aesthetics and ethics. In her view, they are the most important qualities of a design professional.
‘In my opinion, professional ethics mean that we make our professional skills available to the customer. At the same time, our work must be acceptable when examined on the basis of social criteria’, said Esko Rautiola.
According to Salla Heinänen, generation gaps and technical progress are reflected in professional ethics. Matters concerning professional ethics have taken an ever greater role over the years and decades. This is because technical advances and social media have increased the need for knowledge and knowledge management.
Antero Jokinen highlighted sampling, a topical phenomenon that has spread from the world of music to graphic design. According to Jokinen, as hip hop and rap shape existing melodies of different music genres, graphic designers can also make existing patterns and work into new variations.