Ken Garland’s First Thing’s First Manifesto

The First Things First manifesto was published in 1964. It was written by British graphic designer Ken Garland with support from over 400 graphic designers, photographers and students. It also received support from the Labour MP Tony Benn who had it published in The Guardian newspaper to ensure it’s ethos was made accessible enough to spread awareness.

The objective of the manifesto was to ensure that in an increasingly consumerist culture, the purpose of graphic design would not become simply a commercial tool used for sale and promotion of goods and services.  This is not to say that graphic design would be removed from that purpose, rather that a humanist approach to graphic design was considered a priority. It called for the skills of designers to be used for the greater good of humanity and appreciated as such.

in 1999 the non profit, pro environment activist magazine, Adbusters, published an updated version of the manifesto. It was titled, First Things First 2000. [Read here]

It was signed by 33 well respected members of the international graphic design community in an attempt to reopen the debate of the values of graphic design in an era where consumerism had continued to shape the world we live in. The message of the original manifesto seemed to have been neglected in favour of the way society rewarded a consumerist approach to graphic design.

This is still an issue that impacts the way designers choose to value their skills. In a consumerist culture, it becomes difficult to prioritise a humanist approach when there is little incentive offered to the individual. Arguably, this makes the message of the First Things First manifesto more relevant than ever to prevent  graphic design from being misused purely for the benefit of financial gain. It is important that a balance is struck between graphic design for commercial use and for the good of humanity.

My Manifesto

I oppose the unethical exploitation of people, animals and the unsustainable ways which the Earth’s resources are being abused. This means that wherever possible, I will avoid endorsing any company, person or product that is promoted at the expense of others or the planet. This includes anything tested on animals, containing animal products, anything that is exploitative of the workforce, anything that I consider to be discriminatory, and anything that causes substantial environmental damage.

Instead, I would prefer to focus my creative energies on areas that promote a more positive world to live in.

I accept that this may not always be possible due to the current political and social climate of the world we live in, however I will aim to make my best effort to minimise any suffering to others and the planet.