An excellent article taken from holmesandmarchant.com
Andrew Doyle On Slow Design
A version of this article first appeared in New Design, issue 79, July 2010
Slow Design
‘The love you take is equal to the love you make’
The last words sung on the second side of the Beatles ‘Abbey Road’ album.
And actually a good way to start talking about slow design, because
it’s our belief that the more you care about what goes into design, the
more the user gets out of it.
The concept of ‘slow design’ isn’t brand new, but it’s early days. Some
brilliant thinkers have started to get to grips with what the idea
might mean; how it could translate from the theoretical to the real
world.
Most of these proponents of slow design start by looking at the slow
food movement and then build on its beliefs in sustainability, tradition
and care - sometimes getting a bit strident and Luddite-like in the
process.
Our definition is a bit different. ‘Slow design’ for us is nothing to
do with going back to the old ways of doing things, but rather employing
tools that help the designer be reflective. In a sense, we are building
on Malcolm Gladwell’s ‘Outliers’ idea that it takes ten thousand hours
to become an expert. Good design needs the same churning process to
deliver something valuable. Sometimes drudgery can be divine.
Our road to slow design discovery came about in a pretty mundane way.
The team were working on packaging for a new food product. It needed a
memorable logo and, as we were doodling, the idea came up that this
brand mark should somehow be signed by the chef. And that led us on to
ways in which people in the kitchen put their own mark on things.
We thought it would be neat to try writing the logo with a piping bag.
One of the team, Richard, decided he was up for it and the next day our
cutting room was dripping with brown and white stalactites of icing
sugar. He actually got pretty good after about three hours practice and
we ended up photographing a great looking logo.
Could we have done it in Illustrator? Of course, but it was the
accidents and dribbles Richard made that helped the logo be so
distinctive – things we couldn’t have discovered on the computer.
Now I know many designers find clever, non-electronic ways to build
their pack designs, but that’s not my point. Slow design is another way
of expressing ‘design thinking’. And behind design thinking lies a truth
about designers – that they are the world’s dreamers - the ones who
think by wondering what would happen if….? I even read somewhere that
this method of thinking by wondering has been given the very serious
name of ‘abductive thinking’.
‘Slow design’ is in other words a description of this type of thinking.
Using techniques, which force us to slow down and reflect more deeply
on the job in hand.
And just going back to the slow food movement for a moment. The whole
point of it is to protect great tasting food for all of us. The same
applies to ‘slow design’. If enough time is spent experimenting and
wondering, then the final result will be obvious to the user of the
packaging. Care and attention is always obvious on a pack.
This ‘wondering what would happen if’ expression of slow design is also
how the great stories behind new products are discovered.
It takes the
butterfly brain of the designers to look at clients’ innovations and ask
questions starting with the reflection ‘I was wondering why’ or ‘I was
wondering how’.
I had one of those moments in a client briefing for a new cheese coming
from the south of Ireland. I asked him what the farmers, who deliver
the milk to the creamery, look like. Don’t know what made me think that.
But it led on to an evening of Guinness with twenty-five dairymen from
Wexford. And in turn, provided the stories and inspiration behind the
Wexford Cheddar cheese design in your local Sainsbury.
So for us, slow design is not about smashing up all the Macs and
dragging out the artwork drawing boards again. It is about taking the
time to reflect and wonder. And that does not necessarily mean loads of
time the client won’t pay for, but just a different mind set.
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