A quick UK only google of design companies reveals a selection of 71,800,000 entries. Granted some of these are directories and other related sites and the like but an awful lot are companies. If I narrow my search to brand design companies the list gets slightly shorter but is still 309,000. So I ask myself, what makes one design company distinct from another? If, as a trade we are selling brands, it makes sense that we too should have strong unique selling points and stand out from the crowd.
Could it be that we are all a little bit worried about placing our stake too firmly in the ground. Design is a chamelon art, ever changing to suit the specific needs of our clients and in turn their customers. Few design companies talk about what is important to them, they pedal their clients work and talk about creativity and strategic thinking but fail to articulate what they see as the role of design, what it means to them and how they make it work. These core values are the things that make one company different to the next.
There are a good proprtion of companies that offer indistinct products. This could be a combination of not really understanding there own values or by desparately not wanting to put anyone off and so being all things to all people. This comes across as confusing at best and bland at worst. These companies are a bit like a badly designed 'own brand' option, and as such will always compete on price.
When we consider the better design companies, the ones that have a strong brand. I would say that they fall into 4 camps.
The first being the 'look at me' agencies those that believe that the world revolves around design and more specifically their company. They talk a lot about the glittering design awards they have won. If you are in it for the money, this is your agency. They only represent a small proportion, perhaps 10%. They come across as being arrogant in thier approach and promise 'big returns on your investment' for them it is all about the money.
The second are the 'Big safe pair of hands'. They believe in strong partnerships, working closely with their clients to produce design that is socially acceptable. To them design is a way to gain respect, love and popularity. They appeal to the majority of people, especially a lot of the big multi nationals.
The Third are 'simply fabulous darling' their exuberance for design gushes forth in bucket loads. They love design and are most anxious to produce stunning work that other designers will love too. They want to set themselves apart from others.These companies are the next biggest proportion of design companies. For them if it is beautiful it is successful. Like the 'look at me' types they like awards but for different reasons. For these companies, challenging the norm is key, and there designs will often fly against convention.
The Fourth is a rarer brand of design company the 'what ifs'. The most strategic of all the design agencies; Big on intellect, not in the least bit ideallistic. They are pragmatic in their approach but still challenge convention. They use a lot of genuine (not just for the waffle) strategic thinking and intellect to solve design problems. The brief is the best measure of a design solution's effectiveness. That and those that buy it.
To my mind, if design is about pleasing people, you need a big safe pair of hands. If it's all about the profit margins, head for the 'look and me's. If you want to be the cool kid at school you need to be 'simply fabulous darling'. If you are prepared to keep the ego out of it and want effective design based on intellect, you should ask... 'what if'
Showing posts with label Design. Show all posts
Showing posts with label Design. Show all posts
Saturday, February 21, 2009
Sunday, February 8, 2009
Montana Wines
Montana are the goliath of New Zealand wines. They are the country's biggest producer and exporter. As I am currently in New Zealand and drinking a fair bit of the stuff, (well it would be rude and uncultural not to). I was wondering if the design on their bottles and other public literature matches the values I can surmise from their website. If we take a look at the site we see that there is a strong
natural theme in the imagery used. On there front page they state their mission "we work hard to deftly coax out all the nuances that nature offers us, so that the truly vibrant taste of Montana wines can shine through".The power of nature plus the craft of the wine maker equals great wine... sounds simple but is very powerful. This to some degree is suggested on the website but it would seem in a rather superficial way. The shots of the vines are somewhat generic, how exactly do you "coax out nuances of nature" and what are they? We learn more when the different branded varieties are described. "The cool, sunny climate, rugged topography and geologically young soils combine to produce some of the world’s most distinctive wine" Still the explanations are vague and do not bring the relationship of winemaker and nature to life. And if we weren't sure about the quality of the wine there is good lengthy description of the production methods, full of tradition and care. A good proportion of the site is given over to the promotion of New Zealand and it's attraction to the tourist. So mixed messages coming from the site. How do the bottles measure up to that core statement.
The logo is somewhat monolithic in its execution. The mountains pictured are foreboding rather than inviting. They say little of the nuances of nature that produce the vibrant wine inside. Come to that there is little to communicate the vibrancy of the product inside. I would judge that this wine was dependable and of good quality but vibrant? I don't think so.
In short I think that Montana is suffering somewhat of an identity crisis. The mantle of being NZ's biggest wine, seems to weigh heavy on its shoulders. There is not enough vibrancy inspired through nature and it looks like the craftsman has been replaced by a big shiny metal machine.
To further confuse the matter their new series of premium quality wines move further away from the nature and craft message. The idea behind this range is simple and powerful. The wines are reflective of the area they come from, representative of the different natural elements that their geography provides. They are crafted by artisans.The letters on this series although visually striking communicate little of this. I like their simplicity and the idea of a simple logo that represents the different areas but couldn't that work harder?
These coffees by Robert Harris sucessfully communicate that they are created by craftsmen inspired by and in tune with nature. And to boot they have a strong New Zealand identity and a vibrant appeal.
natural theme in the imagery used. On there front page they state their mission "we work hard to deftly coax out all the nuances that nature offers us, so that the truly vibrant taste of Montana wines can shine through".The power of nature plus the craft of the wine maker equals great wine... sounds simple but is very powerful. This to some degree is suggested on the website but it would seem in a rather superficial way. The shots of the vines are somewhat generic, how exactly do you "coax out nuances of nature" and what are they? We learn more when the different branded varieties are described. "The cool, sunny climate, rugged topography and geologically young soils combine to produce some of the world’s most distinctive wine" Still the explanations are vague and do not bring the relationship of winemaker and nature to life. And if we weren't sure about the quality of the wine there is good lengthy description of the production methods, full of tradition and care. A good proportion of the site is given over to the promotion of New Zealand and it's attraction to the tourist. So mixed messages coming from the site. How do the bottles measure up to that core statement.
The logo is somewhat monolithic in its execution. The mountains pictured are foreboding rather than inviting. They say little of the nuances of nature that produce the vibrant wine inside. Come to that there is little to communicate the vibrancy of the product inside. I would judge that this wine was dependable and of good quality but vibrant? I don't think so.
In short I think that Montana is suffering somewhat of an identity crisis. The mantle of being NZ's biggest wine, seems to weigh heavy on its shoulders. There is not enough vibrancy inspired through nature and it looks like the craftsman has been replaced by a big shiny metal machine.
To further confuse the matter their new series of premium quality wines move further away from the nature and craft message. The idea behind this range is simple and powerful. The wines are reflective of the area they come from, representative of the different natural elements that their geography provides. They are crafted by artisans.The letters on this series although visually striking communicate little of this. I like their simplicity and the idea of a simple logo that represents the different areas but couldn't that work harder?
These coffees by Robert Harris sucessfully communicate that they are created by craftsmen inspired by and in tune with nature. And to boot they have a strong New Zealand identity and a vibrant appeal.
Chasing design awards
I was recently asked by another designer what design awards I had received for my work. I told him that I had just one from the DBA. Part of me of course wished I could wow him with my long list of accolades. I think it is natural that everyone wants to be rewarded for their efforts, to be told they did a good job and to be held in high regard by their peers, but is a design award the best way to do it? When most awards are given, they are not furnished with a brief, don't congratulate the marketeer or even the product that goes with it, just the design. Aesthetics and originality should of course be key objectives of a designer but they should almost be taken for granted when being considered for a design award. Does the design effectively communicate what is at the heart of the brand that it is promoting? That should be the first question. An award should be given to the whole package, of which design is a part of rather than being judged as a complete article. In that way we might just stop a little bit of the egoism that goes with design and concentrate on getting back to doing what we should be. That is working with companies to succesfully communicate their brand.
Saturday, January 31, 2009
Designing for your personality type.
I have just completed David Keirsey’s personality test and found out that I am an ENFP or a champion Idealist, as less than 1% of the population I feel quite special! It describes me as an unrelenting idealist who looks for the good in all and who is most comfortable dealing in abstract concepts. It also says that I have "outstanding intuitive powers and can tell what is going on inside of others, reading hidden emotions and giving special significance to words or actions" all qualities that help me with design. It also says I am... "Fiercely individualistic, Champions strive toward a kind of personal authenticity" Although this too has helped me with my career it has also lead me to become disillusioned about design projects in the past.
This has occured most frequently whilst working with large global manufacturers (although some smaller companies too). The brand and marketing managers involved are often operating in a hostile atmosphere where stress and fear seem to reign supreme. They are fraught in their job, and fairly often have not been enpowered to make even small decisions so exasperating their insecurity. This atmosphere makes it impossible to be authentic because they have little idea of what they are being true to.
These situations often lead to poor quality of brief and in turn unispiring, mostly ineffective designs. There is also a huge lack of trust. Brand managers are not allowed to take ownership of their projects and are acting as a mouthpiece to distinctly absent management who in turn are responding to the needs of their shareholders. The disillusionment on my part arose from a feeling that I was not trusted as the expert in design that I was being paid to be! Trust is the key word here, an atmosphere of fear and mistrust is in turn naturally passed onto the design company trying against all odds to make some kind of sense of a confused brief.
As well as studying my own personality type description I spent time looking at the others. Covering the full spectrum of society these are the people that my designs have to communicate to. There are four distinctly different personality types with more specific descriptions within those four. The majority of the popualtion makes up two of these types, but even so there are obviously differences within them. People are complex creatures also and although these types of personality profiles are insightful, they are not all encompassing. There are those that cross types and when it comes to the products we buy it doesn't just depend on our guiding values but also on our current whim. With this in mind it seems difficult to try and create a design that appeals to different people. I wonder why then, so many of the brands that I have worked on try so desparately to be all things to all people. The logic is, sell to more people and you make more money. These brands often appear confused, projecting mixed messages. Even worse they are the bland brands, those that look like everything else. They often fall into price wars and 'me too' new product development. If they were at a party you might think they were either trying too hard or even worse you wouldn't realise they were there at all.
In contrast those brands that have metaphorically taken the personality test and so have insight into what they are about have a strong sense of self. They are the easiest and most inspiring to work on for me and the clients involved.
This has occured most frequently whilst working with large global manufacturers (although some smaller companies too). The brand and marketing managers involved are often operating in a hostile atmosphere where stress and fear seem to reign supreme. They are fraught in their job, and fairly often have not been enpowered to make even small decisions so exasperating their insecurity. This atmosphere makes it impossible to be authentic because they have little idea of what they are being true to.
These situations often lead to poor quality of brief and in turn unispiring, mostly ineffective designs. There is also a huge lack of trust. Brand managers are not allowed to take ownership of their projects and are acting as a mouthpiece to distinctly absent management who in turn are responding to the needs of their shareholders. The disillusionment on my part arose from a feeling that I was not trusted as the expert in design that I was being paid to be! Trust is the key word here, an atmosphere of fear and mistrust is in turn naturally passed onto the design company trying against all odds to make some kind of sense of a confused brief.
As well as studying my own personality type description I spent time looking at the others. Covering the full spectrum of society these are the people that my designs have to communicate to. There are four distinctly different personality types with more specific descriptions within those four. The majority of the popualtion makes up two of these types, but even so there are obviously differences within them. People are complex creatures also and although these types of personality profiles are insightful, they are not all encompassing. There are those that cross types and when it comes to the products we buy it doesn't just depend on our guiding values but also on our current whim. With this in mind it seems difficult to try and create a design that appeals to different people. I wonder why then, so many of the brands that I have worked on try so desparately to be all things to all people. The logic is, sell to more people and you make more money. These brands often appear confused, projecting mixed messages. Even worse they are the bland brands, those that look like everything else. They often fall into price wars and 'me too' new product development. If they were at a party you might think they were either trying too hard or even worse you wouldn't realise they were there at all.
In contrast those brands that have metaphorically taken the personality test and so have insight into what they are about have a strong sense of self. They are the easiest and most inspiring to work on for me and the clients involved.
Sunday, January 25, 2009
Why OddOneOut?
This should have been my first blog I guess, but seeing as this is a recent revision of the blog title I am now only just explaining myself. Enough of the excuses for my topsy turvy blog it after all by nature a non linear story! OddOneOut is the name of the design company that I am creating, my design company. All that I have learnt up until now will go into this blog and my company. There will also be some new stuff too of course and these posts will be a reflection of both. As business is all about people the things I am talking about are equally applicable to individuals, charitable organisations, governments and socities. I am obviously most interested in business because just like everyone I need to earn a living.
At the centre of every 'good' business there are a core of guiding principles or values. There is another ingredient that brings these values to life and that is passion. Passion equals enthusiasm and energy. It motivates people into action and it is what you call upon when things get tough. I want to work with people that are passionate about what they do. Businesses that place the value of people at their core. Those that believe that it is not only money that makes the world go round but people and the 4 elementary forces of nature of course!
What OddOneOut will look and feel like is a little fuzzy at this point. But I hope that this blog will chart my progress and help to create a recognisible shape. It is of course also a blog of self discovery since OddOneOut is a reflection of my core values and an expression of my passion. I believe that design can help those that have a passion communicate it. Very simply put I believe that good design communicates that passion.
At the centre of every 'good' business there are a core of guiding principles or values. There is another ingredient that brings these values to life and that is passion. Passion equals enthusiasm and energy. It motivates people into action and it is what you call upon when things get tough. I want to work with people that are passionate about what they do. Businesses that place the value of people at their core. Those that believe that it is not only money that makes the world go round but people and the 4 elementary forces of nature of course!
What OddOneOut will look and feel like is a little fuzzy at this point. But I hope that this blog will chart my progress and help to create a recognisible shape. It is of course also a blog of self discovery since OddOneOut is a reflection of my core values and an expression of my passion. I believe that design can help those that have a passion communicate it. Very simply put I believe that good design communicates that passion.
All geeks together, Science and Design.
I am currently reading The Canon: A whirligig tour of the beautiful basics of science by Natalie Angier. As I read it I am learning new things and remembering old lessons shoved to the back of my mind. It is making me look at the world from a different perspective which I think is good for me! Angier comments on the relatively recent phenomenon of labelling all scientists as geeks or nerds. If this is the case I think designers might be counted as geeks also. Not that we are wrestling with theories of everything or creating ground breaking discoveries that will change the world, but that we are just a little bit overly obsessed by small details. We have large collection of typefaces and pantone references are like the periodic table to us. We are guilty of talking in a code that often excludes non designers and can often have a self inflated view of our own importance. Hang on, those last two points include most other professions too, so how come they are not labelled in such a negative way? I think the main issue is lack of relevancy and issues of communication.
Science does not figure obviously in most of our lives, even though we interact with science in every aspect of day to day living, it doesn't mean that the whys and whats are of interest to us. Science seems to be something we are very interested in when we are young but kind of looses its shine once we have moved on from the buttons and flashing lights of the science museum. If scientists want to reclaim their rightful place on the list of jobs most dreamt about, by young girls and boys they need to put a bit more emphasis on good old fashioned communication. Design, in this case, as well as performing the function of translating a lot of very complex information simply also needs to convey the passion and inertia that drives science ever onward. It is that excitement and curiosity that fizzles with age for most of us and yet I am sure can be reignited.
Science does not figure obviously in most of our lives, even though we interact with science in every aspect of day to day living, it doesn't mean that the whys and whats are of interest to us. Science seems to be something we are very interested in when we are young but kind of looses its shine once we have moved on from the buttons and flashing lights of the science museum. If scientists want to reclaim their rightful place on the list of jobs most dreamt about, by young girls and boys they need to put a bit more emphasis on good old fashioned communication. Design, in this case, as well as performing the function of translating a lot of very complex information simply also needs to convey the passion and inertia that drives science ever onward. It is that excitement and curiosity that fizzles with age for most of us and yet I am sure can be reignited.
Tuesday, January 20, 2009
Designing meaningful difference
As a designer we are trained to seek out and exploit difference. We design logos that set companies apart from others. We design packaging for products that sets them apart from their competition. We naturally think differently to others and originality is the design holy grail. There is another side to difference though. Difference needs to be meaningful. Meaning in our lives is dependent on our actions. When we help someone or acheive something it enriches our life. Meaning in business as it is in life is derived from doing the things that you are passionate about and having possitive benefit. That is meaningful difference. It is nearly impossible to create truely meaningful difference through design when the ideals and motivation that drive the design do not ring true.
I believe that difference is a good thing, it is our difference that drives our creativity and enriches our societies. People are inherently different but at the same time we all hold some common values. Do we try to be different? Probably not, I think it is more likely that we try harder to be the same, to conform. If we naturally follow what feels true and important to us, follow our hearts, we will naturally be different. Popular culture is more often about conformity, exploiting our fundamental need to belong. Our economy is driven by spending on consumerables and as such we are told to be continually disatisfied by life. We are told to throw away our uncool 6 month old gadget and buy the new slightly improved one, to toss out our wardrobe and dress like the latest fashionable celebrity. So I ask myself as a designer do I feel guilty to be part of this system of pressure and supression of difference? The simple answer is yes I do feel guilty but not hopeless. I think there is a changing mood that is incredibly inspiring and exciting.
There are government leaders, Barak Obama being the obvious one who cellebrate difference who do not influence by messages of conformity and fear but that preach that we should be proud to be different. He is very sure of his vision and it is the passion and energy that he leads with, that people are drawn to and follow. There are similarly businesses that are as self assured, that have a burning passion and ultimate aim beyond profit that attract us to follow them. However these leaders and companies are completely polarizing. They are vocal with opinions, and brazen in their actions. As such not everybody will sympathise and agree. These people operate outside of accepted 'norms' and will inevitably face opposition. On the flip side those that follow them will do so with an enthusiasm and dedication that is infectious. It is by no fluke that Obama has gone from the outside chance to a president with over 70% support.
I am passionate about design. I think that it has a huge power to influence, and inspire. I love the challenge of communicating complex messages in simple sensory ways. However, I do not like using my design skills to gloss over, to bambozal and to twist what is true. It makes me feel dishonest. When I have worked on designs for products that exploit their suppliers, pollute the planet, produce unhealthy products and treat their staff as an exploitable commodity I feel guilty. Yes we all need to make money but how can I advocate being true to ourselves when I feel guilty about doing what I love.
I did mention however that I do not feel hopeless, I am definitely hopeful. There are an increasing number of companies that are values lead. They exist because they want to acheive something meaningful, they are meaningfully different and want to create meaningful difference. They are not slaves to shareholders and profit. They exist because they believe in something and conduct their business with honesty and regard to those around them. They are inclusive rather than secretive, genorous rather than mean and definitely optomististic rather than fearful. Those are the companies that I would feel proud to work with.
I believe that difference is a good thing, it is our difference that drives our creativity and enriches our societies. People are inherently different but at the same time we all hold some common values. Do we try to be different? Probably not, I think it is more likely that we try harder to be the same, to conform. If we naturally follow what feels true and important to us, follow our hearts, we will naturally be different. Popular culture is more often about conformity, exploiting our fundamental need to belong. Our economy is driven by spending on consumerables and as such we are told to be continually disatisfied by life. We are told to throw away our uncool 6 month old gadget and buy the new slightly improved one, to toss out our wardrobe and dress like the latest fashionable celebrity. So I ask myself as a designer do I feel guilty to be part of this system of pressure and supression of difference? The simple answer is yes I do feel guilty but not hopeless. I think there is a changing mood that is incredibly inspiring and exciting.
There are government leaders, Barak Obama being the obvious one who cellebrate difference who do not influence by messages of conformity and fear but that preach that we should be proud to be different. He is very sure of his vision and it is the passion and energy that he leads with, that people are drawn to and follow. There are similarly businesses that are as self assured, that have a burning passion and ultimate aim beyond profit that attract us to follow them. However these leaders and companies are completely polarizing. They are vocal with opinions, and brazen in their actions. As such not everybody will sympathise and agree. These people operate outside of accepted 'norms' and will inevitably face opposition. On the flip side those that follow them will do so with an enthusiasm and dedication that is infectious. It is by no fluke that Obama has gone from the outside chance to a president with over 70% support.
I am passionate about design. I think that it has a huge power to influence, and inspire. I love the challenge of communicating complex messages in simple sensory ways. However, I do not like using my design skills to gloss over, to bambozal and to twist what is true. It makes me feel dishonest. When I have worked on designs for products that exploit their suppliers, pollute the planet, produce unhealthy products and treat their staff as an exploitable commodity I feel guilty. Yes we all need to make money but how can I advocate being true to ourselves when I feel guilty about doing what I love.
I did mention however that I do not feel hopeless, I am definitely hopeful. There are an increasing number of companies that are values lead. They exist because they want to acheive something meaningful, they are meaningfully different and want to create meaningful difference. They are not slaves to shareholders and profit. They exist because they believe in something and conduct their business with honesty and regard to those around them. They are inclusive rather than secretive, genorous rather than mean and definitely optomististic rather than fearful. Those are the companies that I would feel proud to work with.
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