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A new discipline of design is emerging from the needs and forms
of communication in the network economy. Experience design“ is a
discipline created by the reality of communication today, when no
point of contact has a simple beginning and end and all points of
contact must have meaning embedded in them.
Once graphic design dealt with the form of communication;
communication design became the discipline covering form and
content. Now, experience design considers the form, content and
context of communication occurring over time. It recognizes the
imperatives of brand experience and the characteristics of the
user's experience. When communication leaps across media at the
speed of electrons, meaning is the only true currency.
Design does not add value in this economy—design creates value.
Experience design is the purposeful creation of value in the
network economy, often through creating the relationships within
the e-commerce world.
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First published in Gain 1.0:
AIGA Journal of Design for the Network Economy.
Richard Grefé is the executive director of AIGA, the professional association for design. While guiding all of AIGA’s activities, his most significant contributions are in strategy, formulating new initiatives to enhance the competitive success of designers
and advocating the value of design to business, government and the public.
What are the possibilities for books beyond print? Willis explores a new chapter (or six) in web-based publishing.
How do designers tell stories and create experiences with fragrance? Girvin meditates on the power of scent.
Section: Inspiration -
photography, branding, experience design, identity design, packaging, Voice
On July 27, Callie Neylan, Dan Mall and Scott Fegette presented a “Breakthroughs” webinar on responsive web design, with handy tips AIGA members could put to use right away. Here are more resources they recommend.
Section: Inspiration -
interaction design, web design, professional development, continuing education
By surveying the hyper-local communities, the Community-Designed Grocery
Store Vision project by RESUSstudio seeks to incite in residents a
vision of a community-driven grocery store that not only provides high
quality food and produce, but also gives back to the community itself. Community-Designed Grocery Store Vision was a finalist for the 2013 Design Ignites Change | AIGA Professional Fellowship
Section: Tools and Resources -
Design for Good, problem solving, social issues
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