The Designer’s Responsibility to Audience Members and Users
- Designers must recognise the need to include audience members and users whenever possible in the process of developing effective communications and to act as an advocate for their concerns to the client
- The Designer’s main concern must be to create communications that are helpful to audiences and users and that meet their needs with dignity and respect. Any communication created by a designer that intentionally misleads or confuses must be viewed as a negative reflection on the profession as a whole
- Designers must not knowingly use information obtained from audience members or users in an unethical manner so as to produce communications that are unduly manipulative or harmful in their effect
- Designers must advocate and thoughtfully consider the needs of all potential audiences and users, particularly those with limited abilities such as the elderly and physically challenged
- Designers must recognise that their work contributes to the wellbeing of the general public, particularly in regard to health and safety and must not consciously act in a manner contradictory to this wellbeing
- Designers uphold the credibility and dignity of their profession by practicing honest, candid and timely communication and by fostering the free flow of essential information in accord with the public interest
