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But, good design is about more than just beauty or the cool factor. <br />These are all products of companies that have embraced design as a business strategy … <br />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.<br />
“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.”<br />Charles Eames / designer<br />Design is about the details<br />Integrated solutions<br />Design is the thread that creates a successful brand experience <br />It tells the story … <br />In other words, Design is about more than just logos + layouts.<br />
Design has real impact.<br />“I’ve been amazed at how often those outside the<br />discipline of design assume that what designers do <br />is decoration. Good design is problem solving.”<br />Jeffery Veen / Design Manager, Adaptive Path<br />
the result.<br />Designer, Deborah Adler<br />with her grandmother, who<br />inspired her to redesign<br />the prescription bottle after<br />her grandmother<br />accidentally took her<br />grandfathers medicine.<br />
+ more.<br />the competitive advantage<br />“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.” <br />
Design + business<br />“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 …”<br />Peter Lawrence / CEO, Corporate Design Foundation<br />We became a $6.5 billion brand because of Design. If we were just a value player, where would we be today?”<br />Jenny Ming / President, Old Navy<br />“ … Design-oriented firms in all kinds of industries outperform their more traditional peers … design and innovation go hand-in-hand with financial success.”<br />Robert Safian / Fast Company, Masters of Design issue<br />
Design-savvy companies that recognize the businessvalue of design.<br />Samuel J. Palmisano<br />IBM<br />A.G. Lafley<br />P&G<br />William C. Weldon <br />JOHNSON & JOHNSON<br />Jeffrey Immelt<br />GE<br />Alex Lee<br />OXO<br />Mark Hurd<br />HP<br />Jochen Zeitz<br />PUMA<br />Steve Jobs<br />APPLE<br />Neville Isdell<br />COCA-COLA<br />
Business schools have design programs<br />+<br />Design schools have business programs<br />business schools<br />Harvard<br />Georgetown<br />UC Berkeley<br />Northwestern<br />MIT<br />Stanford<br />design schools<br />Art Center<br />IIT / Institute of Design<br />Parsons<br />Rhode Island School of Design<br />
“ … 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.” <br />Massimo Vignelli / designer<br />designed NYC subway map / American Airlines id / Bloomingdale’s id<br />
Design is … <br />closer to “Strategy” than it is to “Art Direction” <br />about solving a problem and NOT about “decoration” (thinking vs. just doing)<br />focused on understanding the needs/desires of the audience/consumer/user<br />rooted in long-term impact and effects <br />differentiating<br />And it does …<br />drive innovation<br />
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.<br />Wikipedia / definition of design <br />
Good Design starts with “understanding”<br />(audience + objectives)<br />
and results in a meaningful solution.<br />And ends with a beautiful solution (the union of aesthetic form + function)<br />
“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.”<br />Erik Spiekermann / designer<br />What to remember.<br />