At the risk of making a major understatement: the past 40 years have been marked by extreme advances in technology. Computers that were the size of rooms are now smaller than we would have ever imagined possible. Man may have walked on the moon, but now the onboard computers in cars have more computing power than the Lunar Module.

For the most part, these advances are work of left brain thinkers: the mathematicians, scientists and engineers, who were labeled geeks as kids. People like Bill Gates have made complex technology relatively simple. I recently saw a sign on a school that asked, "What do you call the class geek?"... You call him "Boss".

Along with these brilliant "geeks" is the massive and ingenious Asian production processes that have made technology affordable and omnipresent. These processes have become so economical, that many North American manufacturers are going out of business. For years, many of these struggling companies invested in research and development (R&D) when they should have been investing in a new R&D: RealART and DESIGN.

In my youth, Art and Design had always been relegated to the back of the class. If you can't do math or science you could always try art, which in many ways was only one step above basket weaving. My parents couldn't understand how I could make a living with artistic thinking. Quite frankly, I didn't think I could either, but I was passionate about art and design. In fact, I had resolved to be a starving artist I and pursue my passion.

Practicality led me to advertising, where I could still use my artistic and creative passion, however, they were now focused on marketing objectives. As computers started to take the place of pens and paper, it started to look as if technology and process would eventually take over completely leaving "creative" as a commodity. Now much of the photography we use is royalty free, layouts have become templates and illustration is created by the push of a button.

As a result, art has been devalued and relegated again to the "back of the class". However, as the Renaissance was a re-awakening from the Dark Ages, so is RealArtistry an awakening from the Tech Ages. This shift will not replace technology, but art and design will now be applied to the technology to artistically and creatively enhance the solutions we need.

I commend schools like OCAD (Ontario College of Art and Design) because their primary focus is on conceptual development and the encouragement of the spirit of creative expression. This is where many companies and individuals have, and are continuing to, invest in the new
R&D - RealART and Desgin. These people know that Art and Design will and already does have a massive impact on everything, from what we drive to what we wear and how we live.

Companies that don't invest on RealART and Design will continue to find that their hardware and software production is being out-sourced to developing countries that can produce it for a fraction of the cost. RealArt and Design is what makes products unique and distinctive. It is the style and flare that people are attracted to and cause emotions to soar. It cannot be made into a template or processed. Creativity is what feeds our souls and makes us unique creatures of this earth.

Companies need to be ready to invest and support the new R&D, because their future success and economic well-being may very well lie in the hearts and right brains of the future.

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About the author: We are a advertising and marketing communications agency located in Toronto, in our 18th year of business. We like to poke fun, criticize and question current trends. We like to be enlightened and aim to enlighten through our articles we would like to share with this marketing community.