Fascinating article in the NYTimes SundayBusiness section yesterday. You can read it yourself, but here’s the nub of the question: with immediate, quantitative feedback available so readily online, what role should the designer play? Nearly every aesthetic decision can be measured now, which makes it a tempting trap to let the crowd decide how a brand should not only behave, but even how thin the rule should be around the logo file.
This seems to completely hamstring the potential of design, reducing it to operate completely in the margins. I’m a big believer that the consumer ultimately drives the brand as I've posted before. But marketers must look at users’ intent, frustrations and ambitions first, then design the experience appropriately.
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