The Return of Design

By Deane Barker on November 3, 2003

Adding style to substance: A good article on the resurgence of innovative design in product development.

“‘When everything else is commoditized, design is the one area where you can add value,” says Tim Brown, CEO of Ideo, the Palo Alto industrial design studio which has crafted everything from the Palm V handheld to Crest toothpaste tubes that stand up. ‘Technology is just like clothing and automobiles. As the rate of technological change levels off, design becomes even more important.’”

All things being equal, you’ll buy the cooler looking thing. I’m reading Don Norman’s “The Design of Everyday Things” right now, and I’ve come to respect and appreciate the role of design more. If this interests you in the least, Norman has a new book coming out in January 2004, and we posted about it a few weeks ago.