Design 101

DESIGN MATTERS

What is Design?

Iconic products representing “good” design.

But, good design is about more than just beauty or the cool factor.
These are all products of companies that have embraced design as a business strategy …
Design is a strategy that extends to all touch points of the brand, from the design of the retail store, to the design of the hang tag on the chair.

“The details are the details. They make the product. The connections, the connections, the connections. It will in the end be these details that give the product its life.”
Charles Eames / designer
Design is about the details
Integrated solutions
Design is the thread that creates a successful brand experience
It tells the story …
In other words, Design is about more than just logos + layouts.

Design has real impact.
“I’ve been amazed at how often those outside the
discipline of design assume that what designers do
is decoration. Good design is problem solving.”
Jeffery Veen / Design Manager, Adaptive Path

the problem.

the solution.

the result.

the problem.

ok. the real problem.

Solution = Redesigned Ballot
the solution.

the result.

the problem.

Solution
the solution.

the result.
Designer, Deborah Adler
with her grandmother, who
inspired her to redesign
the prescription bottle after
her grandmother
accidentally took her
grandfathers medicine.

+ more.
the competitive advantage
“The pill bottle isn’t just a piece of packaging that can be swapped out for the old design. The bottle is just the visible tip of a much deeper system of drug delivery that would take significant time and investment to emulate.”

“Good design is serious business.”
A.G. Lafley / CEO, Proctor & Gamble

Design + business
“Design is intrinsically linked to a company’s ability to meet its business goals and achieve its mission. Done well, design can become a strategic resource to produce the kind of innovative customer experience that strengthens global brands …”
Peter Lawrence / CEO, Corporate Design Foundation
We became a $6.5 billion brand because of Design. If we were just a value player, where would we be today?”
Jenny Ming / President, Old Navy
“ … Design-oriented firms in all kinds of industries outperform their more traditional peers … design and innovation go hand-in-hand with financial success.”
Robert Safian / Fast Company, Masters of Design issue

Design-savvy companies that recognize the businessvalue of design.
Samuel J. Palmisano
IBM
A.G. Lafley
P&G
William C. Weldon
JOHNSON & JOHNSON
Jeffrey Immelt
GE
Alex Lee
OXO
Mark Hurd
HP
Jochen Zeitz
PUMA
Steve Jobs
APPLE
Neville Isdell
COCA-COLA

Business schools have design programs
+
Design schools have business programs
business schools
Harvard
Georgetown
UC Berkeley
Northwestern
MIT
Stanford
design schools
Art Center
IIT / Institute of Design
Parsons
Rhode Island School of Design

“ … it’s a matter of discipline, and it starts by looking at the problem and collecting information about it. If you understand the problem, you have the solution. It’s really more about logic than imagination.”
Massimo Vignelli / designer
designed NYC subway map / American Airlines id / Bloomingdale’s id

Design is …
closer to “Strategy” than it is to “Art Direction”
about solving a problem and NOT about “decoration” (thinking vs. just doing)
focused on understanding the needs/desires of the audience/consumer/user
rooted in long-term impact and effects
differentiating
And it does …
drive innovation

Designing normally requires a designer to consider the aesthetic, functional, and many other aspects of an object or a process, which usually requires considerable research, thought, modeling, interactive adjustment, and re-design.
Wikipedia / definition of design

the design process
source, AIGA

Good Design starts with “understanding”
(audience + objectives)

and results in a meaningful solution.
And ends with a beautiful solution (the union of aesthetic form + function)

“Contrary to popular belief, designers are not artists. They employ artistic methods to visualize thinking and process, but unlike artists, they work to solve a client’s problem, not present their own view of the world.”
Erik Spiekermann / designer
What to remember.

Design 101

by sgouin on Jun 17, 2009

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