The Way to De­sign

Good de­sign is as much a study of hu­man psy­chol­ogy as it is a tech­ni­cal skill, writes In­sight Cre­ative CEO and strat­egy di­rec­tor Steven Gian­noulis.

Idealog - - FRONT PAGE -

Steve Vas­sallo shares an ex­tract from his book on how to be­come a de­signer f ounder

It might sur­prise you to know that, even though I run a de­sign agency, I loathe the no­tion of lat­est de­sign trends. In my view, they pro­mote a dis­torted view of what ef­fec­tive de­sign is and un­nec­es­sar­ily em­pha­sise the tac­ti­cal com­po­nents of de­sign rather than the out­comes they de­liver. I am par­tic­u­larly frus­trated when (mostly ju­nior) cre­atives sug­gest a de­sign that is a bla­tant homage to the look our in­dus­try is cur­rently ob­sessed with. This leads to lazy, un­o­rig­i­nal, de­sign not driven by the needs of the client or the au­di­ence we are try­ing to en­gage. I there­fore hes­i­tated when asked to write a ‘lat­est de­sign trends’ ar­ti­cle. So of­ten these ar­ti­cles just rep­re­sent the writer’s opin­ions and pref­er­ences on what is “hot right now.” I just couldn’t bring my­self to do this, so if you’re ex­pect­ing rec­om­men­da­tions on a par­tic­u­lar shade of beet­root red or a kern­ing style then this isn’t the ar­ti­cle for you.

Good de­sign is as much a study of hu­man psy­chol­ogy as it is a tech­ni­cal skill. For me, de­sign trends rep­re­sent shifts in con­sumer pref­er­ences and be­hav­iors. They are driven by cul­tural and so­cial changes, tech­nol­ogy, new chan­nels and medi­ums and chang­ing con­sumer de­mo­graph­ics. So my de­sign trends aren’t the hot new thing but fun­da­men­tal con­sumer shifts that in­form the way we should be ap­proach­ing all de­sign com­mu­ni­ca­tions.

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