SO BASIC... HOW DO I THINK OF DESIGN?

I think of design as art that:

·      Has a specific purpose or function to fulfill

·      Has to react to, cater to and create market dynamics

Granted, this is a very simplistic definition. There are many more aspects to design. However, this simple definition, to me, clearly demarcates the areas of art and design. As a designer, one has to keep a market in mind.

There is, of course, the freedom to not like the market as it is. We designers share a complex love-hate relationship with their target market. Soap operas, saas-bahu serials (convoluted Indian soap operas) and Jason Bourne have nothing on this particular relationship. It is complicated and confused beyond redemption.

So, we know that the market has limitations that must be respected in order for a product to be relevant and successful. We are also imbibed with the need to create better, more, different. Where then, as designers, do we draw the line between wanting to educate / lead the market towards something better, and respecting the market’s needs and lifestyle requirements?

In many ways, that is where the business of design comes into play. There are studies, surveys, data, analysis… tons of stuff that can help you understand the current market. But then again… how does that help you ‘just know’ that the market is ready for the next step? Ready for a completely new turn. And what direction would that be?

That, I believe, is where the ability of one to let the world be a part of our lives is most important. It is natural and nice for designers to interact with each other, bounce ideas off like-minded people and indulge in the regular chats over chai.

And yet, it is just as important to be able to see the world for what it is, to have regular people be a part of our lives, to have friends that are not only not designers, but also not hugely interested in design. Because that is what the world is like. It is important to remember that the accountant next door, with the uninspired wardrobe and brown shoes under black trousers is an important part of your market. Because somehow, inexplicably, and obviously so unfairly (:D), his pockets are fuller than yours.

           

I often find myself wondering if it is the ability of one to connect and relate to that accountant that makes them successful at gauging the market correctly? If so, I should soon become the most successful of all because I have been meeting and talking with some pretty different people from all kinds of backgrounds lately.