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Design Perspectives Tony Tung

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Tony Tung

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Design Perspectives Tony Tung

  1. 1. Design Perspectives Ideas from Forward Thinkers
  2. 2. Hello. Welcome to Design Perspectives: Ideas from Forward Thinkers.
  3. 3. My name is Tony Tung.
  4. 4. It is my honor to be here today.
  5. 5. format. perspectives discussion
  6. 6. I think it’s important to constantly examine if your design approaches are working.
  7. 7. As humans, we change and evolve, therefore our needs change and evolve as well. Design must follow this.
  8. 8. “Design started out as a craft, primarily focusing upon the creation of beautiful objects to become a powerful force in industry. Today, design has gone far beyond its simple origins as a craft to develop powerful new ways for people to interact with the world, emphasizing experience, not technology. Moreover, it has evolved into a way of thinking, of problem discovery, and of enhancing the lives of individuals, the experience of the workforce, and even the health of the planet.” Don Norman
  9. 9. In your opinion, how has the role of design changed in the last five years? What have been one or two notable impacts of technology on design to you personally? What one or two things should designers be focused on, or careful of, in the near future? 1 2 3
  10. 10. Mariola Bruszewska, Lead Designer on NIKE from R/GA Web technology. The role of [interactive] design shifted drastically with transition from Flash web to HTML long scroll pages. I remember seeing Nike's Better World Site and being just blown away with the parallax scrolling, done with simple html and css. Since then design became more of a science of grid and art… full bleed, editorial and being responsive. Yes, responsive and mobile first that’s where we are right now. A designer’s canvas got smaller and more condensed with information. It’s no longer just about the beauty, it’s all about readability and functionality.
  11. 11. Nathan Iverson, EVP, Head of Design, Deutsch LA The role of designer has changed over the last 5 years in many ways - here are 3 examples. First: Designers today need to be experts at scouting the future and going into the unknown. They are required to go beyond just the visual solution and seek to disrupt the status quo to redefine what is possible. Second: Today’s designers also need to be educators. They need to teach those around them on what design is and what it can do to help their business. Third: They have to be a conduit between science and creativity. They must have an unstifled state of mind and a collaborative spirit that allows them to adapt to any medium.
  12. 12. Nathan Iverson, EVP, Head of Design, Deutsch LA Two notable impacts of technology on design are: 1. Designing for a multi-screen world and cross platform interaction. People will start an interaction on their desktop and finish on their mobile device. Designers need to make sure their visual solutions account for this, and feel seamless across all screens. 2. Speed. Things are moving faster than ever and it’s affecting designer’s ability to craft the work. So designers need to practice working efficiently, master their programs and use all the online resources readily available to them.
  13. 13. Nathan Iverson, EVP, Head of Design, Deutsch LA Two things that I would tell any designer to make sure to never forget. Remember craft. Try to get to a solution quickly and find the insight so you have time to craft the end result Try to always add some love to your designs. Like grandma would. 2. Design to the problem. Make sure you understand the problem before you start making. If you want to make art go make art. But if you are a designer than you must make sure you are answering the ‘ask’ first and designing to the problem.
  14. 14. Ed Bennett, Founder, Executive Design Director, 10 Thousand Design, Design Director, Colle+McVoy From year to year, decade to decade, the role of design has always been the same; to inform, engage and entertain. It’s the importance that has been placed on design that has changed and grown considerably in the past five years.
  15. 15. Ed Bennett, Founder, Executive Design Director, 10 Thousand Design, Design Director, Colle+McVoy Design has been elevated across all industries and mediums: product, graphic, experiential and environmental. People want better design and are willing to pay for it. Because of that, design is also being critiqued, scrutinized and criticized like never before.
  16. 16. Ed Bennett, Founder, Executive Design Director, 10 Thousand Design, Design Director, Colle+McVoy One or two notable impacts of technology on design to you personally? Like it or not, technology has turned design into a commodity. Any person with the know how of the creative suite can call themselves a designer. These “designers” create inferior work in less time and for less money. In some cases that’s fine, not every business needs $100,000 identity system. But for those that do, it’s up to us to educate them and show them the value that great design brings to their business.
  17. 17. Ed Bennett, Founder, Executive Design Director, 10 Thousand Design, Design Director, Colle+McVoy What one or two things should designers be focused on, or careful of, in the near future? Don’t just learn the techniques and the programs. Focus on learning the history. You can’t know where you’re going if you don’t know where you’ve been. Know the styles, the periods, the movements, the designers that came before you. Know architecture, art and advertising history. It’s that knowledge that will help you sell your work and educate clients by showing there’s a reason behind the design. Also, focus on learning the business side of design. The business side of your design business and the business side of your clients business. To be a true partner with your clients, you need to know their business and be responsible with their money.
  18. 18. Felipe Ferreira, Creative Director, Sid Lee NYC In my eyes, the role of design follows a pattern that truly depends on technology. But to understand that, we need to study Aristotle. For Aristotle, the idea that technology is an extension of the human body is encountered regularly in the history of thought about technology. The idea, in its most basic form, is that technical objects extend the human organism by replicating or amplifying bodily and mental abilities.
  19. 19. Felipe Ferreira, Creative Director, Sid Lee NYC, Picture Wheel is an extension of our feet. It helps us move faster. Glasses are extension of our eyes. They help us see better. Phone is an extension of our mouth and ears. It helps us communicate with one another. Computer is an extension of our brain. It helps us process information more efficiently. And so on…
  20. 20. Felipe Ferreira, Creative Director, Sid Lee NYC, Picture …the discipline of Design is here—in many ways—to make the interaction between humans and things easier. No matter the format or medium — if designing a car or a mobile app. Therefore the role of Design has been heavily challenged over the past years because of the arrival of many new technologies. (Perhaps too many.)
  21. 21. Felipe Ferreira, Creative Director, Sid Lee NYC, Picture At the end of the day, I believe that this ever-changing scenario has allowed design-centric companies to create much more competitive, diverse products and services to eventually make our life easier. A good example would be UBER.
  22. 22. Felipe Ferreira, Creative Director, Sid Lee NYC, Picture In my opinion, there are two major impacts: First, we have seen much smaller and lighter objects because of newer and more accessible technologies. Phones are thinner yet powerful. Cars are more compact yet efficient. Mobile apps tend to be lighter to load. Second, technology has also allowed people to access products and services in an incredibly fast, streamlined way. To name a few: Airbnb for rentals, Uber for transportation, Apple Music and Spotify for music, Dropbox for files, Dollar Shave Club for razors, Seamless for food. And so on.
  23. 23. Anders Svensson, Design Director, TBWA ChiatDay Design, in an ad agency setting, has slowly over the past couple of years become a much more important part of the offering (it's always been important for success of a campaign or branding project, but now more so than ever). …Art Directors were becoming heavily reliant upon studio designers or visual designers to execute their ideas—which was a rather poisonous development…
  24. 24. Anders Svensson, Design Director, TBWA ChiatDay The trajectory of a Designer isn't typically to AD to ACD to CD anymore, but rather it's own trajectory within design as a field itself. The first place I encountered this shift was at R/GA—which has kind of turned into more of a product design shop rather than digital ad agency. At TBWA we are working hard at making design a big part of our offering, rather than a nice-to-have that isn't always scoped for.
  25. 25. Anders Svensson, Design Director, TBWA ChiatDay …design isn't used as a studio resource, but actually doing our own projects with our own clients together with strategists and producers who really care about something more long term. This is causing ripples across the network as a whole in terms of how we approach briefs. In general, execution—making shit (that lasts)—is of higher value than the typical ad agency one-offs that seem to have become the standard since about 2009 and onwards.
  26. 26. Anders Svensson, Design Director, TBWAChiatDay What should designers be focused on, or careful of, in the near future? Focus on making thoughtful design. Whether it's just another lockup, or campaign look and feel guidelines, or a big branding/rebranding project—always do your research and think deeper than what looks good right now. Beware of the startup world, which has its own set of problems when it comes to the approach to design. Oh, and stop doing spec work.
  27. 27. Adhemas Batista, Design Director & Illustrator I feel very optimistic for our role within the industry. I believe more and more designers are being involved with the entire process of the projects, from strategy to final testing. The results are better products and more useful tools.
  28. 28. Adhemas Batista, Design Director & Illustrator From mapping problems to finding opportunities, there are more participation and therefore more involvement and value, it’s not just about typefaces and style, is about thinking throughout the process and being able to generate important solutions.
  29. 29. Adhemas Batista, Design Director & Illustrator What should designers be focused on, or careful of, in the near future? Its hard to focus or be careful of something when there is so much going on and there is so much happening. Its a great time for designers everywhere. I’d be careful in following massive trends of visual style, rather, search for your own uniqueness and way of approaching design.
  30. 30. QUESTIONS FOR DISCUSSION
  31. 31. What is the main difference between art directors/creative directors vs. design directors, designers at your agency and company?
  32. 32. Who do you hire, assuming the “books/ portfolio” being equal between two applicants. One who has self-taught from 4 years of work? Or one who has graduated from a classical education?
  33. 33. How important is data science to design? Can you give an example of how as real time feedback has changed things in your own organization? What do you do differently than before?
  34. 34. Do you think designers are disappearing? If not, why is it so hard to find them?
  35. 35. I’ve seen it at many agencies. GCDs and ECDs work on the video pieces. Meanwhile, the juniors designers and creatives take care of the digital and interactive design. Is it true at your company? Do things need to change, or is that how the natural progression of design and creative should flow?
  36. 36. Modern interactive design is increasingly becoming more tied to technology capabilities. Should designers be required to learn coding as part of their core curriculum in a structured program?
  37. 37. Any members of the UX community here this morning? Where does UX design sit as a discipline within the world of design?
  38. 38. Design craft that have been traditionally visual, have turned interactive, have turned experiential, have turned mobile and digital, etc. Given that design has moved on beyond just a craft, how can we prepare for what’s next as a designer?
  39. 39. What other important questions need to be asked?
  40. 40. Parting thoughts
  41. 41. Our time has ended. Thank you for coming. Design Perspectives: Ideas from Forward Thinkers (you!) Tony Tung tony@cloneless.com

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