Designing consumer products, the hard stuff are the really simple things.
Art is for yourself, your own goals
Design is for other people, usually for companies
Brand positioning and brand value is centric to design.
A tagline that describes the whole philosophy.
Design soul is beyond a visual language, aiding when shifting to another product arena. That is the soul.
Alessi = Art & Poety
Bang & Olufsen = Simple design with a touch of magic
Swatch = Fashion that ticks
Apple = Think Different
Braun = Less but Better
Appropriate design; there is no absolute answer to solving a design, there is always a multitude of answers to a question.
Strong design ethos to distinguish between a brand and a non-brand. It is important to know what the brand stands for.
Steve Jobs never did focus groups, he never cared for what the consumer wanted, he knew they did not know what they want. You don't want to look like a fool to show the consumer that you don't know what they want. Steve Jobs simply uses what he knows. (Genius Design?)
The essence is stripping thing downs to the essential, have nothing superficial.
Be delightful.
Dieter Rams (pronounced as dee-ter)
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