ABOUT ME
Trying to explain Design with two Theories
“The Thing”
A designer constantly asks questions like, “Is the text too small?” or “Will left-handed people use it the same way?” or “What do you mean, I have to create a box without any product photos?” Designing involves getting into the mind of the product. It requires changing your frame of reference (*see sidebar) so that the final result aligns with the client’s desires, customer needs, size, color, or shape specifications. The product can be anything from a poster and coaster to packaging, a logo, film, a website, or even a process. The goal is to mold that product into a compelling story, transforming it into “The Thing.”
Ah, that elusive “The Thing.” It’s similar to when a basketball player enters “The Zone.” “The Thing” is an unpredictable and uncontrollable phenomenon. In a brainstorming session, you witness the moment “The Thing” occurs. Everyone simultaneously perceives a brilliant idea, and ideas begin to flow effortlessly. Hairs stand on end, and time seems to slow down, reminiscent of the Matrix. However, the IT guy inevitably disrupts the momentum, extinguishing the spark of “The Thing.”
As creatives, we are constantly on the lookout for that elusive “Thing.” We gather people, collect ideas, and strive to capture that inspiration and create that magic that transforms into “The Thing.” If only I could bottle it and sell it, the packaging would be nothing short of extraordinary.
*Sidebar
Frame of Reference Theory
Years ago, a young boy used to sell gadgets at a flea market. On a sweltering 103° August Saturday, he embarked on a grueling one-hour commute in his dilapidated beater van, uncomfortably without air conditioning. The air conditoner broke earlier in the summer. The heat was unbearable.
In an inexplicable move, he rolled up the windows and cranked up the heat to its maximum setting. It was a reckless gamble. Sweat poured down his face, arms, back, and legs, making it an agonizing experience. It was as if Hades himself was rolling on the highway to hell.
He held out until he could no longer endure the scorching heat. Finally, he turned off the heat and swiftly rolled down the windows. A wave of hot air rushed into the van, but it was a welcome relief. The cool 103° air enveloped him, providing a euphoric sense of nirvana. What was hot, was no longer hot. The perspective changed.
This seemingly simple act of changing the frame of reference transformed the kid into either the most brilliant or the most foolish person in the world—perhaps both. It was a revelation that dawned on me, a realization that had never occurred to me before. The concept of the Frame of Reference Theory took root in my mind. Hot was no longer hot. Perspective has changed. So simple.
Editors Note: As per my own rules, my sidebar is longer than my story.
