The Shape of Design
Format: PDF / Kindle (mobi) / ePub
What is the primary quality of great design? It moves. It moves us emotionally, travels from person to person, and takes us toward something better. Designers connect and build bridges that lead us to new places and expand what is possible. We tell productive untruths, then toil to make them reality. The practice shifts like a shadow and moves the target. When it does so, the products of design achieve a resonance. They get passed on like a story and turn into a gift.
The Shape of Design is a treatise on design that frames the practice as a way we engage with one another and the world. It is the book I wish I had when I was a student to teach me about objectives and to ask Why. It's the one I wish I had yesterday to remind me of my responsibility to my craft. Most importantly, it's the book I'll want tomorrow to remind me of the potential of every little bit.
symphony to be performed, working as an educational resource that connects the musicians to the audience in addition to promoting the show. Escaping paper means that the music could be closer to the message, and the tone of the promotion can directly relate to the sound of the music. A change of format opens new doors. This example isn’t intended to imply a superiority of screens to paper. Instead, it’s meant to show that our assumptions can easily fall out of step with the context of our work.
Because they quickly and reliably get us from one place to another. A Why question defines our need and uses an objective to create a satisfactory outcome for the work. This type of question is specific enough to be observable, but flexible enough to be approached in a variety of different ways. It’s easy to think that the way to improve life is to iterate on the things that we already have, but that is a trap of limited imagination. We should be iterating on how we answer our needs, and not
to identify the moving parts, so one can begin to strategize how to make this movement sway together and respond accordingly as things change. The last part of the book focuses on the primacy of the audience in design. It assesses methods to create more meaningful connections with them to unlock the great opportunity of this fortuitous arrangement. What can be done if we speak truly and honestly to the audience of our work? Perhaps this changes the success metrics of design to more soft,
heat of summer. He decided to help the beggar, and dropped a contribution into the cup. Ogilvy explained what he did for a living when the beggar thanked him, and he asked for permission to modify the sign around the man’s neck. Upon receiving consent, he took the sign and added a few words. That night, on his way home, Ogilvy said hello to the beggar, and was pleased to see his cup overflowing. The beggar, frazzled with his success, and uncertain of what Ogilvy did to the sign, asked what words
This is why cash is thought to be an underclass of present: it may be the most flexible and valuable from an economic standpoint, but the ability to spend it anywhere means that the gift was never personalized. Good gifts must be tailored to their recipients, so the difference between giving fifty dollars in cash and thoughtfully spending fifty dollars on someone is immense. It suggests that the quality of the gift is not just in its objective qualities like flexibility or cost, but in its