Design is a doorknob
Throughout our entire lives, we have become accustomed to the familiarity of doorknobs. We know exactly what they are and where they should be. Without even thinking, we effortlessly reach out and grasp them, effortlessly opening doors. Doorknobs are an integral part of our daily lives, granting us access to buildings, rooms, and vehicles. We possess a deep understanding of their functionality and purpose.
However, every now and then, someone introduces a new door and a different method of opening it. Perhaps, there is still a doorknob or some other mechanism that allows us to enter what lies beyond these doors. Yet, these doorknobs are unlike any we have encountered before. They are placed in unconventional locations, causing us to pause and contemplate. We are faced with a decision — to decipher the new door’s opening mechanism and then determine whether we embrace or reject this change.
The introduction of a new door with an innovative opening method is disruptive, and that is perfectly acceptable. However, a poorly designed door is not acceptable. It creates an unpleasant experience, preventing us from fully engaging and enjoying what lies behind it. On the other hand, a well-designed door, regardless of whether it is new or old, does not impose discomfort upon us. Instead, it beckons us to explore further, igniting our curiosity and excitement. We eagerly anticipate opening it, or perhaps it opens itself, enticing us to venture beyond the entrance and discover what lies ahead.
We all yearn for moments, those delightful instances that fulfill our desires and needs. Although we may not have control over them, when we stumble upon these moments, we embrace them and savor them for as long as possible. However, deep down, we know that these moments are fleeting because time never stops. There is a sense of hesitation and apprehension, but we recognize that these moments of peace, joy, and happiness are what we seek. They provide us with the opportunity to relax, breathe, and recharge before continuing on our journey.
Design is akin to one of these moments. It is a moment to observe, evaluate, contemplate, and respond. It brings about change by either enhancing or disrupting the existing through the introduction of something new, inherently different, and often uncomfortable. Design carries a responsibility, and I emphasize this because “sustainability” has become a buzzword that puts people at ease. However, we must not forget the true essence of sustainability. Hence, I prefer to use the term “responsible” as it conveys a sense of accountability.
It is crucial not to confuse art, design, brand design and development, marketing, and advertising with one another. We must have a clear understanding of the development process and the journey of growth. The foundation of any business lies in innovation and marketing. Without innovation, there is nothing to market. Therefore, an organization cannot simply delve into branding or advertising without first embracing design as a form of innovation. Art serves as the bridge between design and human connection, ultimately leading to the creation of a brand. Without a brand, there is no purpose for advertising, as there is nothing to market.
Responsible design takes into account the smoothness of interaction, “what is the desired encounter, what sets it apart and makes it unique?”, “What occurs when someone encounters this gateway, and what occurs when they access it?” Technology serves as a gateway, and what truly counts is the individual operating the technology and their utilization of it.
Not everything needs to be inclusive, and not everything needs to be exclusive. I see both as outcomes that impact decision-making. For instance, if a product requires a significant investment to produce, it is likely not suitable for the mass market and instead caters to a luxury niche. Conversely, if a product is easy and inexpensive to make, it can be profitable to target the mass market, without much leverage or niche appeal.
It is crucial for us to consciously define the concepts of inclusion and exclusion, not only in the marketplace but also in our workplaces and teams. Exclusion does not imply shutting people out, and inclusion does not mean inviting everyone without any criteria. Rather, both should allow individuals to enter based on their qualifications, skills, and willingness to learn.
Design should not be driven solely by subjective opinions. It can only succeed through a proper process and the involvement of the right team members. However, the goal of design is often to simplify the user experience. While a single button may achieve this, it does not always guarantee an exceptional experience. Sometimes, a simplified yet sophisticated approach that goes beyond a single button may be more effective. Nevertheless, it does not imply that a single button cannot be the optimal solution.
The automotive industry serves as a prime example of the impact of design. In the past, cars looked vastly different, with men donning tall hats while driving and vehicles featuring higher roofs. However, as the importance of fuel efficiency grew, a shift towards streamlined design emerged.
Sometimes, to make a function simple, we have to add more.
In 1876, Nikolaus Otto created the first modern internal combustion engine, although numerous scientists and engineers contributed to its development. Étienne Lenoir also played a significant role in 1859 by creating the first commercially successful internal combustion engine. Carl Benz’s Benz Patent Motor Car, the first automobile, followed in 1885–1886. His initial engine, a one-cylinder two-stroke unit, successfully ran for the first time on New Year’s Eve in 1879.
The invention of the internal combustion engine brought about a defined purpose, which underwent continuous improvement and simplification. The engine’s design evolved based on its function, always considering the aesthetics that would complement the vehicle it powered. The goal was to create an appealing vehicle both internally and externally, ensuring that the aesthetics aligned with the vehicle’s purpose or the user’s needs.
Simplification played a crucial role in the development of these engines, making them easier to build and repair. However, simplicity does not always equate to less. Instead, it aims to make something work effectively and efficiently with fewer tasks for the user.
In the realm of visual design and communication, the objective is to make information easily readable and viewable. This is where the concept of “less is more” comes into play. And form always follows function. It’s not about using fewer elements, but rather utilizing the essentials. When design is reduced to a mere term for various job roles and multitasking positions, it loses its true meaning and purpose. It becomes a title for an unclassified position that does not fall under any specific administrative function.
Always ask, “What is the intended experience?”
