Dodging the vectors
AIGA executive director Ric Grefé, explains what the new social and business dynamics that drive the industry are and how designers, designing, and designs are responding. You’ll learn how creative
professionals are shifting gears in the areas of…
> Advertising> Marketing Strategy > Branding
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RIC GREFÉNovember 18, 2010
the professional association for design
Dodging the vectors
Information Understanding
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VECTORS
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Design makes the complex clear
Information Understanding
Design
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Design makes the complex clear
form + content
November 2010
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V1: The dimensions have changed
form + content + context
November 2010
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V1: The dimensions have changed
form + content + contexttime
It’s become far more about the creation of experiences.
November 2010
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V1: The dimensions have changed
Artifact StrategyMaker
Conceiver
November 2010
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V2: Beyond flatland
Artifact StrategyMaker
Conceiver
November 2010
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2-D
3-D
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V2: Beyond flatland
Artifact StrategyMaker
Conceiver 2-D
3-D
November 2010
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V2: Beyond flatland
ArtifactsSimple
Complex
Experiences
Logo design
Corporate identity
Branding
Software design
Service design
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V3: Add dimensions, add complexity
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V4: Design’s contribution to strategy decisions
Concept visualization
Empathy/human understanding
Strategy and business design
November 2010
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Time
Return oninvestment
How we design
What we design
November 2010
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V5: Our value has shifted
Maturity
Return oninvestment
Style
Problem solving
Strategy framing
Business design
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V6: Designing is tackling more
Form and function
November 2010
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Culture
Ecosystems
Systems
Objects
November 2010
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V7: The focus of design has shifted
End user involvement
Complexity of
design
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V8: Audiences are getting involved
Graphic
Interactions
Artifacts
Ubiquitousdesign
Systemsand tools
Product Media Experience
Viewers
Consumers
Users
Participants
Co-creators
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V9: More complexity, more engagement
Define the problem
InnovateGenerate value
November 2010
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The framework for design thinking
Reliability Validity
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Creativity can defeat habit
Reliability Validity
Design thinking
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Creativity can defeat habit
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Expanded scope Scale and complexity of design problems
Wide and deep Meta-disciplinary study and practice
Sharing experiences A co-creation model
Break through An attention economy
Targeted messages A narrow definition of audiences
Responsible outcomesFocusing on sustainability
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Defining the designer of 2015
November 2010
DODGING THE
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Technical production
Form-making
How students enter the practice of design (adapted from Meredith Davis)
Strategic thinkingThe know-how model
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November 2010
DODGING THE
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Form-making
How students enter the practice of design (adapted from Meredith Davis)
Strategic thinking
The know-that model
Technological development and management
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Recognize that institutional authority is all but dead and gone
Meet people where they are, not where they used to be
Focus on reasonable, not big
Celebrate diversity and sustainabilityThink globallyRecognize that social
responsibility countsExpect members to demand authenticity and truthRespond to appeals to the best in all of us
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How AIGA will adapt
Reflect business practices, leadership, values, ethics and standards
Think longer term
Focus on younger designers’ interests and needs
Create opportunities for member engagement and member-originated content
Highlight opportunities for social responsibility, social engagement, multiculturalism and diversity
Focus on design strategy as a competitive advantage
November 2010
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How AIGA will adapt
DODGING THE
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Relevance Leadership Opportunity
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Our priorities for the profession
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Attributes most important to our relevance
DODGING THE
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Sustainability
Simplicity
Narrative Social engagement
Global perspectiveAgnostic toward media
Empathy
Integrative thinking
Theory
PracticeStudent
Process
Practitioner Policymaker
Best practices
New methods
Return oninvestment
Design thinking
Client
November 2010
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The challenge of remaining relevant
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Moving design and designers from the margin
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Moving design and designers to the center
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Relevance Leadership Opportunity
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Our priorities for the profession
DODGING THE
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Thank you.
Thank you.
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