Literal Designer

Having experienced negative feedback regarding the un-originality and predictability of my outcomes   throughout the course thus far and struggled to come to terms with this, I have reached a turning point today. I have realised that the practice I want as my own is that of work that is literal - work that uses clear, definite concept that is easily, quickly and effectively understood by the given target. Though I appreciate the thinking behind conceptualised ideas, for me, producing work that has to be thoroughly explained and deconstructed to gain general understanding is not for me. Admittedly I do need to become much better at thinking laterally to develop broader ranges of distinctly different concepts and ideas, however that is not to say that I have to lose my identity as a designer. I believe it is extremely possible for me to significantly develop my skills in concept generation whilst still producing work that will ultimately do what to me design is all about: communicating a message to a specific target to meet a considered purpose. Suitability for purpose and target will always be at the forefront of my design thinkings. What I must do is become an expert in producing these types of works, using the principles of the field perfectly whilst finding ways to innovatively develop my practice of this nature.