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In a world loaded with stuff that looks like all the other stuff and performs
like all the other stuff, design is a way to stand out.
Only one company can be the cheapest, the others have to use design.
In the end, what customers really see is what designers design. That is
the ultimate tool that a company has in order to be competitive in the
marketplace.
Design helps to shape experience, and the quality of experience that people
have of any company is the most influencing factor in shaping their attitude
toward it. It affects loyalty, repeat purchase and the way people talk
about the company to colleagues and friends.
The objective of design is to communicate a message in such a way that
it produces an intended result.
That’s what design is all about; taking the essence of something
and enhancing its message by putting it into a form everyone can identify
with.
As America nears the third millennium, the nation and the world face unprecedented
change. Frequently compared to the Industrial Revolution, the transformation
we are experiencing today is a source of profound threats as well as daunting
opportunities. To succeed in this environment, we must anticipate, shape,
and respond with innovative products, communications, services, facilities
and environments. Design is the key to helping us meet this challenge.
[Good designers use] strategic insights to create truly inspired concepts,
and then develop them with a passion for crafting and attention to design
detail such that the designs forge emotional connections with target consumers.
Good design is clear thinking made manifest.
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