What is good design

What is Good Design?
Wednesday, January 2, 2013

What is good design?

Which of these do you
consider to be better design?

« Form »

« Form »
« Function »

« Intention »
« Form »
« Function »

What’s happening?
The information in a daily NY Times newspaper
is equal to what one 17th century person
was exposed to in a lifetime.
Media consumption study by Ipsos
shows us we are creating more time in our day,
43 hours in a 24 hour day.
Do you text when you drive? Do you have your
television on while you’re on your computer?

CUSTOM E R
S U P P ORT
P RODUCTS /
S E RVICE S
B RAN D
NAM E S
VI S UAL
LANG UAG E
SALE S
R E P S
W R IT TE N
LANG UAG E
S P OK E N
LANG UAG E
PAC KAG I N G
E NVI R O N M E NT/
FAC I LITI E S
W E B S ITE
VE H I C LE S
SALE S
LITE RATU R E
B LO G S
STATI O N E RY
D I R E CT
MAI L
MAGA Z I N E
AD S
TRAD E
S H OWS
O R D E R
FO R M S
C O NTRACTS
E-MAI L
P O D CASTS
VI D E O
P O D CASTS
P U B LI C ITY/
ARTI C LE S
B O O KS
N EWS LETTE R
MAGA Z I N E
RAD I O AD S
TV AD S
CATALO G
N EWS PAP E R
AD S
O UTD O O R
AD S
S EAR C H
E N G I N E S
Is it still possible to reach people?

What’s happening?
We are bombarded with over 5,000 messages a day
and only ONE percent get through. (One political ad this election)
A study by Yankelovich estimated we (as consumers)
believe only 4 percent of commercial messages.
that’s 96 percent distrust.
We (as consumers) are more sophisticated marketers,
we’re advancing nearly as fast as the marketing people
who try to reach us. We know what you’re trying to do.

Let’s do the math, and carry the one.
This means in an average month we’re confronted
with 150,000 brand messages.
1,500 hundred actually get through to us, we hear them.
And, if I do some simple math, if we only
trust four percent of those,
that’s 60 messages per month.
We don’t trust the message your sending.

2
TRUSTED
MESSAGES
GET THROUGH,
PER DAY.

Trust
AND, WE ARE MORE LIKELY TO TRUST THE DESIGNED EXPERIENCE
WE NEED

Thoughtfully Design an Experience
Designed to engage, entertain, educate, inspire or any other worthy effort.

WHAT DOES
THIS COLOR
MEAN TO YOU?

WHAT DOES
THIS COLOR
MEAN TO YOU?
HOW MANY
WOULD USE IT
IN THE BEAUTY
BUSINESS?

WHAT DOES
THIS COLOR
MEAN TO YOU?
HOW MANY
WOULD USE IT
IN THE BEAUTY
BUSINESS?
HOW ABOUT
THE JEWELRY
BUSINESS?

WHAT DOES
THIS COLOR
MEAN TO YOU?
HOW MANY
WOULD USE IT
IN THE BEAUTY
BUSINESS?
HOW ABOUT
THE JEWELRY
BUSINESS?
AND HOW ABOUT
CONSTRUCTION?

and don’t let it be forgotten.
Design an engaging experience

if we spend the time to think about it, we can improve it.
Design is everywhere,

See beyond Mickey,
because we are all making experience design decisions.

Design Thinking : Building a Culture
- Ideation
- Fluid Intelligence
- Handling Ambiguity
- Discerning Patterns
- Contrarianism

Ideation
The word after Innovation, transformation.

Ideation
Everyone can be creative,
yes even accountants can use a notebook.
Visual,
isn’t that what artists do?
Like what?
metaphor this and simile that
Physical things,
make the intangible, tangible
Disciplines v capacities,
inspire me, please

Physical things,
make the intangible, tangible

Prototype Video

Fluid intelligence
Fluid like ice or water?

Fluid Intelligence
Generalists,
not specialists
Curious minds,
are easily distracted by shiny objects.
Problems solvers,
passion has a dark side to manage.
Bending the rules,
like criminals with a “get out of jail free” card.
Young minds,
uncluttered and curious at any real age.

Bending the rules,
like criminals with a “get out of jail free” card.

Handling Ambiguity
When was the last time someone you know used the word innovation?

Handling Ambiguity
Picture this,
what did you mean by that word?
Be uncomfortable,
discard the security blanket.
Boundaries are good,
unless you stay within them?
Clarity in time,
doesn’t mean clarity now but certainly soon.
It means something,
as there are opportunities to create clarity.

Boundaries are good,
unless you stay within them.

It means something,
as there are opportunities to design in meaning.

Discerning Patterns
Did you see it or observe it?

Discerning Patterns
What’s here, easy;
seeing what’s missing is the trick.
Intuition intelligence
High IQs may not always apply.
Four eyeballs or,
never less than two intuitive observers.
Out of context,
and you are out of oxygen.

Credit: Capsule, 2007
Intuition intelligence,
high IQs may not always apply.

HOW DO WE DO IT RIGHT?

Contrarianism
Are you a virus or just an occasion cold?

Contrarianism
Saying it, okay;
put it into behaviors and now you’re fired.
Be a champion,
for something worth championing.
Do you just believe,
or is it something else?
Caring for your words,
support them visually and use them deliberately

Saying it, okay
put it into behaviors and now you’re fired.

Be a champion,
for something worth championing.

SETU: Hindi for bridge, connection.
The chair for the places in between work and home.
Caring for your words,
171,476 words in current use, how many new brands, businesses, products are launched each year?

Be uncomfortable,
discard the security blanket.

Credit: Capsule, 2007

Consider all senses,
they exist for a reason

PHOTOS: University of Washington | Courtesy of Babak A. Parviz
When will Apple launch the iContact?

Hearing aid or auditory advantage?
‘corona’ by tangerine

How long has it been since you’ve acquired a taste?

Jank or Swank?
When design goes wrong, what happens?

Clients
Brown-Forman
Byerly's
Capital One
Cargill
Caribou Coffee
Craftsman
Edens & Avant
Fiserv Insurance Solutions
Fisher-Price
Herman Miller
Honeywell
HoMedics
Kenmore
Medtronic
Minnesota Thunder
Nestea
Red Wing Shoes
Schwinn
SmartWool
Target
US Bank
Wells Fargo

What is good design

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