“Listen for what your customer needs, not what they ask for. Good design isn’t about giving customers everything they request—it’s about listening to these needs and then showing the thing they can’t articulate.”
In 1969, Charles Eames drew a diagram focusing on the design process and the overlapping interests of the designer, client, and society.


  If this area represents the interest and concern for the design office, 
  and this the area of genuine interest to the client
  and this the concerns of society as a whole
  then it is in this area of overlapping interest and concern that the designer can work with conviction and enthusiasm.
  Note: these area are not stated—they grow and develop as each one influences others.
  Note: putting more than one client in the model builds the relationshop in a positive and constructive way.


More than forty years later and the diagram still works and represents an optimal experience for the designer-client relationship.

In 1969, Charles Eames drew a diagram focusing on the design process and the overlapping interests of the designer, client, and society.

  1. If this area represents the interest and concern for the design office,
  2. and this the area of genuine interest to the client
  3. and this the concerns of society as a whole
  4. then it is in this area of overlapping interest and concern that the designer can work with conviction and enthusiasm.

Note: these area are not stated—they grow and develop as each one influences others.
Note: putting more than one client in the model builds the relationshop in a positive and constructive way.

More than forty years later and the diagram still works and represents an optimal experience for the designer-client relationship.

“Content is at least as important as form, the ideas we express as important as how we express them. Still, there are typefaces which haven’t been made yet and which we need. Type that reacts to our present reality rather than being constrained by past conventions; type for non-Latin scripts that gives its users more choices; type that brings readers from previous media to new ones. It is time to think about why we design type, not just how we design it.”
“If we are to speak of design as a topic for everyday lives, there are always going to be two sides to such a debate; design can make things beautiful, ugly, ridiculous, not funny, crude, valueless or even unnecessary. There always is room for something to say or react to, which touches upon the idea of a language — when design becomes about design, it is maybe time to run.”
“The secrets of any trade that is pursued with serious intentions are more than a series of rules and working methods based on logic and experience and applied so as to obtain the greatest possible effect with the least amount of effort. They also include a continuous process of observations, thoughts and ideas that are pushed ahead even if at the beginning they seem to have no logical basis.”
Bruno Munari in Design as Art

Building Frameworks


(Photo Credit: Apartment Therapy)

I read an article a few weeks ago about an interesting element of Shaker design. Inside Shaker homes, a simple wooden strip with evenly spaced pegs spans every wall. We’ve all seen this idea; we often hang our coats on this peg rail system, but the Shakers have built an interesting system upon this framework. Since this is a common element among all the homes, the Shakers could build objects to fit into it. Nothing needs to be nailed into the walls because the only requirement to participate in the framework was a two-inch diameter hole.

I’ve been thinking about this idea for a few weeks now ever since I read the article almost to the point of obsession. It reminded me of an article I had written a few months ago about the idea that designing for the web is like creating a platform that promotes conversation. As the designer, we start the conversation but the user gets to contribute and add to the platform we create. I started to wonder if this idea wasn’t just limited to web design and if these ideas about frameworks could be applied to anything.

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“The critical thing about the design process is to identify your scarcest resource. Despite what you may think, that very often is not money. For example, in a NASA moon shot, money is abundant but lightness is scarce; every ounce of weight requires tons of material below. On the design of a beach vacation home, the limitation may be your ocean-front footage. You have to make sure your whole team understands what scarce resource you’re optimizing.”

Fred Brooks, from this interview in Wired.

His new book, The Design of Design, sounds really, really good.

“My greatest pleasure is when I’m deeply engaged in a project, whether it’s print, or an exhibition, or signage, or whatever. It’s a relief to know that I’m endlessly interested in what I do, and that I can get so engaged by these issues, and my appetite does not wane.” And that’s the thing about a conversation—when it’s good, it just keeps going.”
This profile on Abbott Miller and his approach to design is completely fascinating to me. I love his emphasis on designer-as-author and his comparison of design and conversation sound like something I’ve been thinking about the past few months.

Platforms, Conversations and Design Surprises


I love it when I realize a concept I’ve thought about and written about for a few years can also be applied to something else. One of the principles in my manifesto is “The best work comes from the place between the known and the unknown.” When I wrote that, I was primarily thinking about tools and skill sets, meaning when your designs will be better when you are stretched to learn a new skill or tool because you will be more open to experiment, you will have a great chance of failing and thus, produce different results than if you stick to your usual tools, skills, and practices.

Lately, however, I’ve been thinking about this concept in regards to the designer and audience relationship. For years, design has been described as a narrative initiated by the designer, usually resulting in a one-way dialog—designer to audience. I believe this method of design is changing with the rise of interactive design and the design process is no longer one continuous narrative but a conversation between designer and audience.

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