Let’s be honest. Design has an originality problem
There is this constant pressure, especially for independent designers, to be groundbreaking. To reinvent the wheel. To surprise, delight, and disrupt.
Originality has its place, but it is often misunderstood. Worse, it becomes a barrier to actually doing the work.
The myth is that the best designers are the most original. The ones with a completely new aesthetic. The ones who never repeat themselves. The ones who constantly invent.
But in reality, most successful designers are not reinventing anything.
They are refining. Reusing. Reapplying.
They are building systems, not chasing inspiration.
And their clients respect them for it.
Why originality is overrated
Originality feels impressive until you are on a deadline. Until your client just wants something that works. Until you realise your last so-called original idea was actually a remix of something you saw two years ago.
The truth is, most design problems do not require originality. They require clarity. Structure. Relevance.
The challenge is not to invent something completely new.
It is to make the right thing, in the right way, at the right time.
And often, that means using what already works.
There is no shame in that. That is design maturity.
What clients actually care about
Most clients want:
- Something that looks professional
- Something that functions well
- Something aligned with their brand
- Something delivered on time and with minimal friction
Very few are hoping you will invent a new visual language from scratch.
What they want is focus. Confidence. Predictability.
That is what builds trust.
The trap of perfection and originality
Many designers get stuck, not because they lack skill, but because they are trying to be too clever.
They worry that using templates, frameworks, or even their own past work makes them look lazy.
It does not.
It makes them look efficient.
Trying to be original every time is a fast track to burnout. It slows down delivery, erodes confidence, and creates a loop where nothing ever feels good enough to ship.
It is better to be useful. Consistent. Grounded in a system.
Systems are not the enemy of creativity
One of the biggest shifts in my own career came when I stopped viewing systems as restrictive. I started to see them as the scaffolding that allowed better thinking.
When you stop worrying about whether a layout is fresh enough, you start making better decisions about what actually matters.
When you reuse something proven, you free up energy for the parts that do need attention. Not everything needs to be innovative. Some things just need to be solid.
And when you build systems into your own process, whether that is through templates, components, or structured workflows, you remove guesswork. You deliver better outcomes, more consistently.
That is what professionals do.
Originality still matters, but selectively
This is not about ditching creativity. It is about applying it with intent.
Use originality where it adds value. In the insight that shapes the user journey. In the story behind the product. In the key moments where differentiation matters.
But not in every type scale. Not in every colour palette.
You do not need to impress other designers.
You need to support users and deliver results.
Give yourself permission to stand on your own previous work.
To build from systems. To refine rather than invent.
That is not cheating. That is strategy.
What success in design really looks like
Look at the designers who are consistently booked out. The ones who grow strong client relationships. The ones who scale.
They share a few traits:
- Their work is consistently good, not occasionally brilliant
- They use systems to protect their time
- They communicate clearly and reduce confusion
- They deliver on what they promise
- They are not chasing originality, they are delivering outcomes
Success in design is not about being clever.
It is about being clear. Being steady. Being trusted.
You do not need to be the most inventive designer.
You just need to be the one who consistently makes things better.
Final thought
Design is not about constantly proving how creative you are.
It is about solving problems well.
It is about showing up, doing the work, and creating something others can rely on.
You do not have to start from zero. You do not have to burn out chasing originality.
You just need to understand what really matters — and build from there.
That is where your voice lives. That is where your reputation grows.
That is where success in design begins.
