People think that design is styling. Design is not style. It’s not about giving shape to the shell and not giving a damn about the guts. Good design is a renaissance attitude that combines technology, cognitive science, human need, and beauty to produce something that the world didn’t know it was missin. - Paola Antonelli
Cups of coffee
Graphic design is the filter through which all communication is now disseminated. Therefore graphic designers are in a unique position as the gatekeepers of information. What, how, and for whom we choose to communicate are crucial decisions that have a serious impact on our civilisation.
It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
When done right, a manifesto not only inspires customers, but inspires employees and attracts future talent. This authenticity is no longer negotiable for brands that want to cut through the clutter of their competition. It’s no longer enough to be “different” because customers are inundated with messages from brands trying to be “different.”
The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.