Design Advice From Jony Ive | Van SEO Design |
Posted: 15 Mar 2012 05:30 AM PDT No matter what your feelings about Apple the company, it’s hard to argue against their focus on design and for the last decade+ the main person behind design at Apple has been Jonathan Ive. Earlier this week via The Verge, I came across Sir Jonathan Ive: The iMan cometh, an interview with Ive from the London Evening Standard. Jony Ive On DesignI suggest reading the interview in its entirety. When I did I saw several themes emerging in Jony’s responses. What you see below are some of his thoughts pulled out of the context of the interview and organized around several themes I observed. Exploration Within Context
To be creative and innovate we can’t be afraid to make mistakes. If you let the fear of being wrong guide you, then your work will result in the same old. It will be safe, but it will also be boring. Continue to ask what if and try different solutions. Spend less time thinking about today’s trends and more time thinking about tomorrow’s. You still need to keep in mind the context of what you’re doing. Exploration is important, but it should remain guided by the constraints of the given problem. Prototype Sooner
Abstract ideas are great. Concrete objects are better. Push to the prototype stage sooner rather than later. The concrete will lead to greater understanding and more and better conversation and feedback. Prototypes will help you quicker separate the good ideas from the bad ones. Make It Better
Jony mentions 2 approaches to making a great product
Approach 2 leads to the following.
I hope you’ll agree that making better products or websites should absolutely be a goal of design and nothing further needs to be added. What’s more interesting is how we go about making better products. I think we’re often focused on the problem solving aspect of design and less on the what if aspect. When clients approach us they have specific goals in mind and we ask them questions concerned with identifying the problem they’d like us to solve. How often though do we go beyond the problem and ask the what if? When I approach a new design I like to start by researching the industry and sites in the industry. I look for what’s common across sites, but also what’s missing and what could possibly be added. I like to ask the what if questions. This can be a hard sell to clients since the what if will usually cost more than solving the known problem. The what if requires more research, thought, and exploration for something that may inevitably turn out not to be worthwhile. Not every client will let you explore the what if. We should still strive for asking the what if questions. Simplicity
The best designs are often those that don’t call attention to themselves. They work best when they help users achieve their goals and otherwise stay out of the way. Simplicity can still amaze and delight, but first and foremost a design should disappear into the background putting the focus on the making things easier for the end user. Simplicity based on solid design principles, as opposed to the latest trends, will work better and last longer.
Sweat the Details
Typical consumers may not be able to describe what makes one design better than another. They often equate design with surface aesthetics and products and sites that don’t have the flash of wow come across like they haven’t been designed. However, consumers can and do sense when good design is present even if they don’t have the words to express why. They can sense when a design has anticipated their needs or when it’s more usable. They know when they have less complaints about a site. These all lead to the realization (whether conscious or not) that the designer has given great care to the product. It leads to a greater loyalty in both product and company. SummaryOnce again I’ll encourage you to read the interview in its entirety if you haven’t yet. It’s a quick read and it covers more than I have here. In my reading I observed several themes, summarized below.
It’s also interesting to note how much in common these themes have the design principles of Dieter Rams, which you no doubt know influenced Jony Ive considerably. Good advice if you ask me. How about you? Do you agree with these thoughts? Is there something I left out? |
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