Design’s Importance to Clients

/Observations/,

While going through some underused reference materials I found this reference to the Danish Design Centre’s four levels of commitment that clients have to design.

  1. Nondesign
    Design is inconspicuous and performed by untrained/non-professional staff. User’s needs and points of view are not considered. This is decoration by amateurs.
  2. Design is Styling
    Design is only considered for the final product. It may be completed by designers, but non-professionals are primarily responsible for the direction of the project. “Let’s give this to a graphic artist to make it pretty.”
  3. Design as Process
    Design is viewed as a work method, and design principles/approaches are employed from the earliest stages. Solutions are driven by end-user requirements.
  4. Design as Innovation
    The designer collaborates with client executives in adopting innovative approaches to substantial parts of their business. Design processes are used to articulate the company’s vision to impact all aspects of the client’s products or services. Experience branding.
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Making Meaning

/Bibliography/, ,

fi_making-meaning

This book was a little more focused on large corporations than I was expecting (eg: they discuss hiring ethnographers to roll out new services to foreign markets), but it had some ideas that really resonated with me. This passage describes my philosophy about brand development nicely:

Experience branding is a company’s effort to be consistent in its value proposition and its expression in every connection to the consumer.

I also marked the comprehensive – but not exhaustive – list of universally valued experiences. Of the 15 presented, I really think wonder, accomplishment, and community have the best potential for my future work.

Buy this book.

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