Yoo-Kyung Han (Korina) Korina’s Design Thinking

According to by Robert Brunner, Stewart Emery & Russ Hall
Do You Matter? How great design will make people love your company certainly isn’t afraid to demand attention. All of the details — bright orange cover, too-tall proportions, monster san-serif titles, limited color-palate, grid-adherence so obsessive that even the cover format is the same as the pages within — just scream “I’ve been overdesigned to look simple!” Combined with the existentially accusatory title, it certainly succeeds in demanding audience participation, but it’s a book, not a graphic design experiment, and for it to matter to the audience, it needs to keep the reader’s attention too.

What is good design and bad design, what values business people should try to instill in their companies to make them relevant. The real trouble with talking about “Authenticity,” a design culture, or mattering from the customer’s perspective is that the concepts are elegant and simple to understand, but extraordinarily nuanced and difficult to execute.

What seems to be missing, actually, is the methodology for successful design. Everyone can recognize the artistry in a Rembrandt, even if they can’t paint it. Likewise, it doesn’t take a professional industrial designer to appreciate the elegance of the iPod interface or the way that all of the controls in a European sports car seem to be in just the right places. Intuitive recognition of design seems to be an innate human ability (certainly of the buying public) and yet bad design prospers. What’s needed is a clear and iterative process for making sure that products are refined and developed until they become good design.