4 ms·

I've seen the documentary and agree that it's a great way to spend an hour or so. What was disturbing though is exposed in the first minute of this video clip.

I've seen the documentary and agree that it's a great way to spend an hour or so. What was disturbing though is exposed in the first minute of this video clip. I'm forgetting his name, but the speaker is basically suggesting that the only impactful company in the world actually doing design is Apple. It's disheartening to hear, and in the years since the documentary that point seems to be even more true. Do you think we'll see a renaissance of design as a differentiator for businesses, or is something so difficult to account for prior to product launch doomed to be discarded by all but a few companies?

blubb 17y ago
It's Dieter Rams, and he's been a big inspiration to a lot of designers (including Jonathan Ive). He actually said "only a few companies", and then mentioned Apple. There are other companies, but few in the computer / consumer electronics business. I think the key is that most companies treat design as an afterthought, or an expense. It's completely irrelevant to most users, but look at most PC laptops - they have a nice, glossy lid and front bezel. But the bottom cover seems like a minefield of stickers, covers, fan openings and screws. There is no design there. The design job ended with the obvious, visible parts. Again, completely irrelevant to most users as they will never look at the bottom cover. But it speaks a lot about how these companies think about design - and why Apple is still the only company with a unibody laptop design.
mixmax 17y ago
Great design is a way of making products that aren't commodities, and for which there are no direct substitutes. Dell can be squeezed on price because I don't care whether my box comes from Dell or some other manufacturer, while Apple can't because they are beautifully made. I'm sure Apple's core customers wouldn't be caught dead with an ugly Dell laptop. I think the problem is that CEO types don't understand design and how you can use it to position yourself in the market. Bang & Olufsen is a great example of this: They were known for beautifully designed products in the 80's and 90's but today they are in serious trouble and laying off people. Instead of working with their design legacy, which is what made their fortune (their new products look more or less like the ones they put out 20 years ago) they try to compete on screensize and sound quality. Top management doesn't see the obvious problem, and their brand is slowly eroding away.

blubb 17y ago

It's Dieter Rams, and he's been a big inspiration to a lot of designers (including Jonathan Ive). He actually said "only a few companies", and then mentioned Apple. There are other companies, but few in the computer / consumer electronics business. I think the key is that most companies treat design as an afterthought, or an expense. It's completely irrelevant to most users, but look at most PC laptops - they have a nice, glossy lid and front bezel. But the bottom cover seems like a minefield of stickers, covers, fan openings and screws. There is no design there. The design job ended with the obvious, visible parts. Again, completely irrelevant to most users as they will never look at the bottom cover. But it speaks a lot about how these companies think about design - and why Apple is still the only company with a unibody laptop design.

mixmax 17y ago

Great design is a way of making products that aren't commodities, and for which there are no direct substitutes. Dell can be squeezed on price because I don't care whether my box comes from Dell or some other manufacturer, while Apple can't because they are beautifully made. I'm sure Apple's core customers wouldn't be caught dead with an ugly Dell laptop. I think the problem is that CEO types don't understand design and how you can use it to position yourself in the market. Bang & Olufsen is a great example of this: They were known for beautifully designed products in the 80's and 90's but today they are in serious trouble and laying off people. Instead of working with their design legacy, which is what made their fortune (their new products look more or less like the ones they put out 20 years ago) they try to compete on screensize and sound quality. Top management doesn't see the obvious problem, and their brand is slowly eroding away.