The worrying trend to self-design outlets must be reigned in — after all, it can kill…(businesses and reputations, that is)

There has been a worrying trend developing over the last year or so.

It comes from an urge that rages inside many people — an urge I have always known about, but one that seemed to be under control; perhaps slipping out occasionally after a few too many vinos, but always safely put away again by morning.

But today, control seems to be slipping; folks are giving way to this dark urge, even if it could mean exposing themselves in one of the worst ways possible.

The shame will stick and people will talk behind their backs, but regardless, driven by this inner show-off, they go for it, they take the leap and in true movie-makeover announcement fashion (the speech before the cheesy montage reel) they cry: “I’ve got taste, I can do it — I’m going to decorate this place myself and it’s going to look great!”

Ah, the old “my apartment looks great” line. How many restaurant, hotel or bar managers have uttered similar sentences?

If you are one of those guilty of self-driven design, then stand up now, wherever you are, turn to the next person and say sorry. They will think you have gone insane but that is all you deserve.

Just because you can put a post-modern ornament on your Ikea shelf and a co-ordinated towel set in your guest bathroom, that does not make you a designer; it’s one step up from coordinating your shoes and handbag, for heaven’s sake!

Design works really hard — or rather, good design does.

Personal taste, on the other hand, may be nice to see and nice to spend some time with, but often it’s nice to leave, too.

There are lots of people with lots of taste but this does not make them design-literate — in much the same way that I could stand up in court and offer a convincing defence for my actions, but pit me against an experienced barrister and I’m going to melt like a snowball in the desert.

But I digress: back to this worrying trend. Many of you will agree whole heartedly with my words so far, but others will think I’m being overly defensive, reacting agressively to legitimate competition and market forces.

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Well, I’m not. I love competition. I love the thrill of hot-house creativity coming from every angle and I believe that everyone is entitled to their opinion.

I’m just very worried at the amount of times I now hear people telling me not to worry, that they’re going to “tart it up themselves”, that it’s a small job and doesn’t require a “serious designer”.

This is how it spreads. This is how the poison debilitates. Start small, off radar, then when the culture is accepted go for the big schemes, the vital organs — then suddenly it’s too late: the damage has been done.

It’s a trend fuelled by ego and delusion, a trend that grows in times of restricted capital expenditure and prospers with the weak.

Great designers are up there with inventors and artists and musicians for me: the middle band of talent.

(The top are leading medics, scientists and economists — people who are really changing our world for the better. Then come those in the middle band, who improve life quality for many; then chefs, masseurs and dentists — people who make the moment better.)

Great design works really hard, for long after it was conceived.

It should inspire your customers, not only giving them ideas for their home and lifestyle, but encouraging them to return.

In conclusion, this worrying urge to self-design has to be kept under control. It can kill — businesses and reputations, that is. No one and nothing is safe from its evil. Fight it, don’t let it out, and don’t be tempted to think you can do it yourself.

Remember: be safe, use a designer!

Aidan Keane is the founder of specialist leisure and retail design firm Keane; for more information, visit: www.keanebrands.com