IN A 100 WORDS
Design (In) Sight
Designers famously address aesthetics (“lipstick on a gorilla”) but hardcore design brings significant value by finding the true purpose: this requires a profound understanding of the mass, the market and the medium. The designer generates a range of strategic and tactical ideas by sieving through the complex matrix of constraints and marketscapes. The insight to reach the end can be evasive. In my experience, a good design solution requires, one – fierce independent thinking, two — staying with the problem persistently to find the right fit and three — being stubborn about finding the right answers and finally, a lot of good luck!
Written by Anthony Lopez
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