Strategic Design | marketing & branding thoughts by Nick Rice

Dynamic marketing, branding & design strategies that span the gap between business & creative.


Indifference

From metacool...

"The only real enemy of design is indifference."
- Matt Kahn

It takes roughly the same amount of effort to great good design as it does bad design. With the exception of a few corporations, most are surprisingly indifferent about the design of their product and/or collateral. The prevailing thought is that it's the job of the industrial design group or the marketing dept to figure out.

To be honest, I'm not sure why more executives do not appreciate good design in business. These same people understand the basics of fashion and typically know a great looking shoe or tie compared to a not-so-great looking one.

I think the creative community has built this reputation of secrecy around the creative process that needs to be abolished. On the whole, most people bring good ideas to the table - doesn't matter their education, their title, or their background. Obviously these things factor in; but it's naive to think that good ideas only come from creatives. Working together is the key. Bring the creatives and executives together to solve the business issue. Don't just throw it over the fence.

Good design can make a difference. There are thousands of examples (Target, Apple, Starbucks, Sony, Audi, Dyson); the list goes on and on. As more and more markets commoditize, design has the power to elevate. It is a major factor in the overall brand experience. Customers can tell the difference and as more customers take greater control over their viewing and purchasing habits, indifferent businesses will feel it in the P&L.

1 Responses to “Indifference”

  1. # Blogger Lamar Morgan

    Nick,

    As a Squidooer, I encourage you to add your voice to this very special CDMM Alert. Visit www.squidoo.com/CDMM for details. Your participation will be greatly appreciated.

    Lamar Morgan  

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