It appears that some designers seem to consider themselves too superior to bother working on projects such as the examples listed in the 1964 First Things First manifesto. However, to them, I pose this question: who else but a graphic designer can possibly be employed to design such things?
Cat food packaging, for example, is a huge industry. Entire supermarket aisles are dedicated to displaying this product. This goes for many so called “trivial” items (which I will attempt to address later on).

A more humble designer – or design student, in this case – would never think to dismiss or overlook such offers as to design a tube of toothpaste or a deodorant bottle. Rather, the passion they have for the industry would surely hinder them from being an unappreciative and over-selective snob whose only objective in their profession is to design the major things and dismiss the minor things. That is not what design is supposed to be about.
A real designer knows what the industry expects from them, and thus, treats all the briefs they acquire equally, whether they were asked to design a deodorant bottle, or the signage for the Rialto tower.

After all, design is not just about the big things.

The writers of the First Things First manifesto seem to think that designing the minor products that make up our consumer industry is a waste of their talent. To them, all budding designers starting out are expected to accept all jobs they are given, but with time and experience, they should be offered and accept only the biggest and best jobs that come their way. This is not the right way of thinking.
Throughout a designer’s profession, they will get thrown all sorts of jobs, both minor and major. Just because a designer is at a stage in their career where they are able to pick and choose the jobs they want, doesn’t mean they should turn their nose up at an offer to design a cat food label. This might end up being the thing that gets them even more recognised. However, if they think they can do without it… well, like they say, one designer’s trash is another designer’s treasure.

Companies which produce consumer goods rely on graphic designers to formulate an image that will provide revenue for that company. After all, it’s the appearance of a product that first draws a potential buyer’s attention. Don’t we as designers have a duty to help these companies in making their products and campaigns as appealing to consumers as possible? A successful design will reap benefits for that company in the form of high volume sales. How could this possibly be a waste of our time?

If you seek a career in this highly regarded industry, be sure to be open-minded – don’t be too selective with the jobs you will be offered. Consumer advertising makes up the majority of communication/graphic design work today. If you’re looking for more than that as a designer, then maybe this industry isn’t the one for you.

Meow Mix cat food packaging example

Lynx Deodorant packaging example