That in 2010 we still have designers – or, in this case, planning directors – getting precious like this is a damning indictment of the staid, formulaic approach of some established design consultancies in London.
And it was also completely inaccurate. In this context [the redesign of Vogel’s bread by B&B Studio, pictured], the design was perfectly executed to the brief.The sample of consumers had nothing to do with the design. They simply stated their preference – ’over the Internet’, to use Barnett’s quaint phrase.
Involving consumers in the development of new products and designs is the best way to ensure the final results are rooted in a consumer reality, and don’t deliver more tawdry examples of designer onanism.
Let’s push things forward, shall we?
Dan Miles, by e-mail