Approaching each and every design brief as a new challenge which therefore deserves a new solution should be standard practice for a designer. Each problem we’re asked to solve presents its own unique obstacles, questions and stumbling blocks. Using a tried and tested method you’ve used before (or, even worse, seen someone else use before), is hardly going to result in the most original final product. Being different is a necessary and important part of allowing your work to stand out from the rest. But it’s not enough to merely do something others aren’t.
“It’s very easy to be different, but very difficult to be better.”
This quote by Jonathan Ive neatly encapsulates the thinking behind Apple’s approach to design. The fact that the products they produce are different from everything else on the market helps them to stand out – or at least did before others started to rip them off – but it’s the fact that they’re also better that makes them a success. Standing out for the sake of standing out is one thing, creating a valid and relevant improvement on what came before is something else entirely. It’s a small, simple statement from the genius that is Mr Ive, and worth bearing in mind.
Thanks for reading
Phil and Tom