Great article on Coke’s Design head David Butler in Fast Company that I read today courtesy of Mason Poe. Talks about the realization that “As life gets visually noisier, brands that dial back to their core essence stand out by contrast” such as Apple, Google, and Nike. The Coke design approach was based on a brief that was “..about bringing a simplicity to the language, about the bold use of the iconic bottle, a flat red, and a flat script… . Core brands need a timeless quality” Speaks to IQ’s mission “Complex made Simple”.
February 4, 2010
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David, recently gave a great talk at Portfolio Center here in Atlanta. I’ll post some of my notes but much of the talk went back to this idea that:
SYSTEMS drive BEHAVIOR and create VALUE
It’s a pretty simple idea but one that isn’t always recognized in the context of design. Often advertisers / marketers have wanted to change behavior or perception of a product but haven’t looked at how to change the system that is creating that perception in the first place.
In fact, he really stressed an effort to move away from design as a high art and instead how to translate the language of design into the language of business. An example of this would be to not just create a new label (because the old label felt dated) but change the bottle design so when customers hold the container the label is showing.
BEFORE (hard to find but this should show an example)
AFTER
