Artigo: Design Meets Research

Most designers have been in this type of situation—whether our client wants to get the opinion of a lovely cleaning woman, a dogwalker, a mother-in-law or an executive assistant. While creative directors might groan whenever this happens, what our client is really trying to do is assess some attitudinal distinction of the design via any consumer—whether that person is the logical target market of that particular product or not.

What our clients are seeking in today’s incredibly competitive marketplace is some sense of safety—an insurance policy of sorts—a “gee, if Marta likes this design, it must be good” mentality to create a sense of confidence that the direction being taken with a new design is indeed a correct and meaningful choice.

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