The Tauranga Innovation Festival, YIA Forum and Semi-Permanent happened last week. WOODS is a strategic founding partner of YIA and Groundswell, read on for two minutes of creative insight, motivation and grit tips.
Consider the feelings behind the craziness.
Natasha Jen, Pentagram Partner, spoke about getting into the real feelings behind actions. As people we automatically react to things, rather than stop and work out what is the feeling causing that to happen. E.g Your client suddenly wants to stop your project and go back to their old logo – instead of getting defensive and thinking they’re crazy, ask what’s causing that reaction – they could be scared or not understand the process.
Play has a place in the design process.
Mark Gowing, Formist, creates absolutely stunning books and identities through exploring and playing with the subject – this is where the best ideas come from. The idea for a project doesn’t necessarily need to come from a person’s values or the obvious, rather from the exploration process itself.
Step in the shoes of your customer.
As designers, we must remember that everything we are designing for, no matter what it is, is for people. You need to truly understand those people, walk in their shoes and ask questions that challenge the WHY in order to solve their problem through design. Otherwise design for design sake is art.
Bring design back to design – strip out the complex, let it do what it is meant to do.
Mark Gowing spoke about simplicity as his key design principle. He spoke about how as designers we can get caught up on making something bigger than it needs to be, but how sometimes it’s just about servicing something that needs to be serviced – design doesn’t need to be huge but needs to be done with beauty and quality.
Resilience makes all the difference.
You’d think that being a leading space engineer, Sinead O’Sulllivan would have been the type of student that excelled at everything. She wasn’t, she didn’t even enjoy school. It was refreshing to hear from someone who is so successful that being the best wasn’t important – what was more important was passion and trying, trying again. You can’t get anywhere if you give up.
Technology is the key to unlocking growth.
We are on the brink of the 4th industrial revolution. The future will be about combinations – where real and synthetic are fused until we no longer understand where one starts and the other stops.
In the future, technological innovation will also lead to a supply-side miracle, with long-term gains in efficiency and productivity. Transportation and communication costs will drop, logistics and global supply chains will become more effective, and the cost of trade will diminish, all of which will open new markets and drive economic growth.
WOODS partners with clients to develop effective brands, using design thinking,
creative and marketing strategies to continually innovate, diversify and connect with customers.