Designers Must Embrace Quality Over Quantity in the AI Era, Says Framer Co-founder
In a world where creating a website or graphic is as effortless as making a cup of coffee, the co-founder of the AI website builder Framer, Jorn van Dijk, emphasizes that designers can’t rest on their laurels. Despite the capabilities of AI tools to produce content with remarkable speed, standing out in a crowded field necessitates fundamental skill development and a commitment to quality.
Van Dijk shared these insights in a recent interview with Business Insider, where he contended that while AI enables rapid creation, it can also lead to what he dubs "AI slop." "Taste and quality go hand in hand," he noted, warning that easy access to design tools can tempt creators into producing work that lacks refinement.
To truly excel, he advises designers to cultivate their aesthetic sensibilities by, paradoxically, going back to basics. "Hone your hard skills," Van Dijk recommended. He suggests engaging in exploration—creating numerous mock-ups, icons, and logos—to build a robust design portfolio. "What worked 10 years ago is probably still true today," he stated, underscoring the importance of foundational skills even in an age defined by rapidly evolving technology.
Van Dijk co-founded Framer in 2014, and the company recently raised $100 million in Series D funding, valuing it at an impressive $2 billion. Such growth signifies both the demand for quality design and the evolution of the industry. His journey, which began with the foundation of Sofa in 2006—a company later acquired by Meta—illustrates the potential impact of commitment to quality in a rapidly shifting landscape.
Interestingly, while AI has made it easier than ever to create visually appealing content, Van Dijk pointed out that this ease has not necessarily resulted in an increase in engaging or high-quality output. "It’s never been easier to create good video," he said, “but I haven’t really seen the amount of amazing videos or ads skyrocket because of that."
This concept resonates with a broader principle found in the Bible: “Whatever you do, work heartily, as for the Lord and not for men” (Colossians 3:23 ESV). Emphasizing diligence and the pursuit of excellence in one’s work aligns with the call to produce work that not only meets personal standards but also uplifts and inspires others.
In an ever-competing marketplace, designers are reminded to invest time and effort into crafting meaningful, quality designs that resonate with both their personal brand and the needs of their clients. As van Dijk succinctly put it, the ability to connect with an audience—making a brand "that people like to engage with and get excited about"—is what ultimately sets exceptional designers apart.
As you navigate the complexities of your own creative journey, consider the broader spiritual lessons inherent in striving for quality over mere output. In light of van Dijk’s insights, reflect on how you can integrate diligence and a high standard of work into your own endeavors. Remember, the pursuit of excellence—be it in design or any other field—can serve not only your profession but can also reflect a higher calling rooted in purpose and passion.
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