In the first part of our series of design
industry predictions for 2015, leading industry figures tell us what
they think will happen in branding, graphics, interactive and product
design, and financial performance.
Branding
“For
a while, brands have been opening up and trying to incorporate change.
To a point, this has become the norm. People are skeptical of branding
because everything seems constructed – even the most flexible, open and
participative brands seem to be carefully composed by some specialists
in a brand lab, where everything is meticulously calculated based on
trends in the digital world. Maybe the way to go is less brand
interference. Ultimately, brands need to exert less control – and I
don’t just mean that brand labs need to design things that look
‘undesigned’. Brands just need to get out of the way. Luckily design is
not just about branding. Maybe, to create things, we need to start with
what people truly need and give it form, life and expression.”
Marina Willer, partner, Pentagram Design
Graphics
“On a
positive note, I predict an increase in international requests for
British design expertise in 2015. Nearly 40 per cent of our business
came from outside the UK in 2014, and we’re anticipating further growth
in exciting overseas opportunities next year. On a negative note, I also
predict we’ll get asked – and will promptly decline – to free pitch for
something within weeks of returning in the new year. So please can 2015
be the year that sees requests for (and the mugs who agree to)
free pitching, stop. How can anyone take our industry seriously when
people give away what most of us are trying to make a living from?”
Simon Elliott, partner, Rose Design
Interactive
“I
think we’ve been saturated by digitilisation over the past few years
and we’re enjoying a bit of a physical renaissance. Over the next 12
months we’ll definitely see more connected objects – not just from 3D
designers adding digital features to products, but also digital
designers looking for new ways to engage a screen-fatigued audience
through tactile interfaces. In February 2014, the late great Berg
showcased their connected washing machine prototype Cloudwash. It
sparked much debate around the genderisation of household appliances,
internet devices and interaction design. I don’t think this was an issue
that they were trying to tackle with this project but it would be great
to see more contentious white goods in 2015!”
Clair Neal, lead designer, Kin Design
Product
“With
a comparatively small product design team of 18 people at Apple, the
company makes a huge impact by transforming science and technology into
outstanding user experience and consumer culture. This demonstrates the
power and potential of excellent early-stage industrial design in
combination with world-leading class science and technology. The
efficiency of modern communication now enables small teams of UK
designers to work effectively with businesses around the world, whether
an entrepreneurial start-up or an established brand using more of a
Silicon Valley modus operandi. With the fast-growing and ageing
population, the focus on smart homes enhancing the experience of later
life, and the thoughtful design of robotics and autonomous systems will
also be an area of interest. We need to design for our future selves.”
Sebastian Conran, founder, Sebastian Conran Associates
Financial Performance
“I
don’t mean to be doom and gloom, but I am not sure that 2015 will be
much easier for design than 2014 was. Continued pressure on staff costs,
particularly those with digital expertise, will continue. Design work
is often procured on a project-by-project basis, making planning ahead
more difficult. Permanent staff are usually complemented by a raft of
people engaged on a freelance basis, to manage the peaks and troughs as
well as to provide specific skill sets. Freelancers, particularly those
with digital expertise, come at a price. Utilising the available
resources in the most efficient way is absolutely key to optimising
margins.”
Esther Carder, partner, Kingston Smith W1
(Design Week Jan 2015)
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