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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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

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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

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Time

Return oninvestment

How we design

What we design

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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

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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

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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

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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

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How AIGA will adapt

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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

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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

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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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