the first thing first manifesto (what's the real purpose of design?)

The First Things First Manifesto is a landmark statement in the history of graphic design. Written in 1964 by British designer Ken Garland, it challenged designers to rethink their role in society. It’s important because it marked a significant turning point where design began to be seen not just as a commercial tool, but as a vehicle for social responsibility, ethics, and cultural impact. 

Here’s why it matters: 

1. Ethical Design: The manifesto criticized how designers were spending most of their time creating advertisements for trivial products — cigarettes, cosmetics, fizzy drinks — rather than using their skills to tackle important social, cultural, or environmental issues. It argued that design should serve "first things first" — meaning public interest, education, activism, and positive societal change. “We think that there are other things more worth using our skill and experience on.” 

2. Challenging the Status Quo: The manifesto challenged the industry’s priorities, prompting people to ask: What are we designing? Who are we designing for? What are the consequences? 📣 It helped spark a critical conversation about the purpose of design — moving it beyond aesthetics and marketing into ethics and responsibility.