Turn the Page article #001
Source4Design Designers should be able to tell their personal story. That is why, now more then ever, we need to find and be aware of the correct starting point of any design process, before we actually start to DO anything. When a design originates from a contextual need or an emotional longing, we as designers need to be able to formulate those reasons to incorporate them into the validity of our designs. Otherwise what motivates us to solve the problem? Certainly not the a good grade… When we look at the term “User-centred-design” from the story perspective, its meaning exists in being aware of the source of a consumers problem and to being able to tell about this source in such a way that we really understand and believe why this product should be called into existence.” To design is to tell a story. And as a designer you need fuel to make that happen. Being aware of the ‘source-code’ of your design not only enables designers to write the real story, but it gives them the anchor that will embed the product solution into the life of almost any consumer. This is what we might call “a reason to believe”…RTB for marketers and SPD-‐ers…;). One of the problems for designers is that ‘Believe’ is thrown around a bit to freely nowadays, because it has become a marketing tool, something to bargain with. Any industrial product should have a truthful reason for its existence. I write “should” because not many products do, which makes the ones that do have a good story stand out even more. So what does this mean for a student learning about the creation of products from start to finish? I secretly call for a promise (to be made at the beginning of your masters) that
any designer who loves the job of solving problems for others must go on a personal quest; a trip to find the true beginning of their personal story and why they like to design. The result would be a point of reference that tells anyone your personal reasons why you made a product. A reasonable request for a good designer…I think. So what gives me the right to call for this promise? After graduating at this faculty, I made the conscious choice to position myself in another way… not because I needed to, but because at the time it felt right to start calling myself a ‘visual translator’ instead of an Industrial Designer. I simply was not designing products. When giving myself such an undefined title a problem arose. While trying to make things clear for others I was having trouble being clear about myself. My own motives for trying to help people understand each other were unclear. To this day the definition of my profession still keeps me puzzled and redefining my position in this matter almost every day. Clients usually start by asking me what my actual contribution to their process is. What do you do? What do you add? And what does it do for me? I always answer with a combo of a sketch and an adaptation of my story into their context. My personal developing story is a great way to talk and connect to people. I am always prepared to tell it, because it is the one thing I carry with me all the time…it is who I am. At IO I learned that a story could bring you a long way. My actual product design skills might be average, but the story and presentation of my efforts brought them to the front of the line anyway… There is merit in storytelling. You just have to learn how by finding the reasons why you as a designer would tell a tale instead of showing ‘just a poster’. My job now challenges me to dig for stories. I do not design a product, create a service or program an application, but I search for the right reasons why others should. On a daily basis I am harvesting the basic elements that make up The RTB’s USP’s and WTF’s and placing them into the right order for them to make sense and actually create impact. But with great power (which it is), comes great responsibility (according to spidermans uncle). The combination of a good story and a well-‐designed image can make things happen. So be careful what you communicate. Before you know it, it will materialize before your eyes…with all its consequences. In collaboration with a group of likeminded Industrial Design Graduates who received the same forced fit perspectives about process and design, I am constantly looking for reason and meaning, while sketching them out along the way to create an overview in our clients bigger picture. Over the years we have found that our ID background combined with a skill and conviction to draw, created a powerful combination that can make thought manifest into commitment, participation and change. So how would YOU describe someone who does this for a job? Lucky? I would! In my opinion it is the designers who are aware of their story, that are going to lead the ever evolving understanding of “design” into a new era of purpose, usefulness and reason… oh yeah and don’t forget the most important ingredient for your personal fuel…FUN! No story, No Glory. No FUN, No FUEL.
An important reason to believe in knowing your personal story: Just last week someone I consider a friend actually proofed my point about a good story by winning 2nd place at “het beste idee van Nederland” competition. Wilfred Stijger is a selfmade artist/designer who knows first hand that a good story goes a long way. He has been creating his own position for as long as I know him. He learned how to tell his story and tell it well. The development of his “WILLYSPHERES” started some time ago and gained momentum when it was chosen to move up the ladder in the televised competition. Why did it gain momentum? Because Wilfred was challenged to get his story straight for national television! His story was beaten by the adorable combination of three little boys who designed a lamp alarm clock… they too had an excellent story to present… I think they had a good coach! So what can YOU do about your own story? Just imagine you have to present yourself as a designer to the whole of Holland… what would you say? Just stop and think…and then make a sketch… you will be surprised at what you come up with. Good Luck! Dennis Luijer Visual Philosopher … not because it’s a title but because it is what I want to be…now.