By John Spencer in Design Week
An interesting insight with some points about design that really ring true:
- Most definitions of brand are incomprehensible, pretentious or just plain daft. Here’s another one, ‘Brand is not a product; it is the product’s source, its meaning and its direction, and it defines its identity in time and space’. Hmm. Brand is forever being ‘re-defined’ but I’ve come to the conclusion that it’s anything you want it to be, and that no one in the real world really cares.
- It is a myth that there are ‘creative types’ and there’s everyone else. The latest scientific research has shattered the myth of ‘creative types’ once and for all. It turns out that creativity isn’t a ‘gift’ that only some of us have but a catch-all word for an assortment of distinct thought processes that everyone can learn to use better.
- Decades of research have shown again and again that brainstorming groups come up with far fewer ideas than people who work alone and pool their thoughts later.
- Henry Ford said, ‘Design is bedevilled by people who allow market research to make their decisions for them.
- Fact: Good design is honest. Design does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept. Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.
Read the full article here:
