Tuesday, November 21, 2006

Stefan Sagmeister: Can design touch someone's heart?

Another interesting article in Communication Arts November 2006 Design Annual issue titled: 'Design=Heart? Stefan Sagmeister asks design students: Can design touch someone’s heart?' Article by Carolyn McCarron Sienicki. The article is worth reading!

Stefan's course is broken down into three assignments:

1. Touch the heart of an individual.
2. Touch the heart of a community.
3. Touch the heart of humanity.

"With an audience, the wider you reach, the harder it is to answer the question. That’s why Stefan starts small and expands, illustrating how the language of communication changes and becomes less personal and therefore less genuine. “I talk to my girlfriend Anni differently than I talk to Rolling Stones fans,” he says. “The wider the audience, the more difficult it is to design for them. If your audience is everybody—from 6-year-olds to 60-year-olds, from iron workers to university professors—it becomes very difficult.” ...

To prevent students from focusing on appearances, they are not allowed to stop with the concept and a comp. They must find a way to produce and distribute their solution in the real world. Students are required to build a feedback mechanism into the project so they are able to see if people were touched by their designs. A project is successful when the audience is touched, and that determines a student’s grade. Stefan once told me that the best ideas sketched in his notebook over the years are worth nothing in comparison with the ideas he has executed and that still exist today..."

W: http://www.commarts.com/ca/coldesign/carM_329.html