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Consumers are unknowingly involved in daily design decisions. Every time they choose one book over another based on the cover, for example, they have made a design decision. Whenever they choose an app rather than another based on the ease of use, they have made a design decision. They may not be able to articulate why one product is better than another, but they recognize quality when they see it.
Yet when it comes to their own business—whether in the public or private field—they often don’t experience design as a positive contribution to their work and prefer a “do-it-yourself” approach. Most entrepreneurs, in fact, think that technical skills are synonymous
with design skills. The rationale behind this thinking is that if designers can use a PowerPoint template to make a presentation, they can certainly create, say, the company’s annual report or e-newsletter. To them, designers’ technical skills equate to communication: if they
can type letters, then they can communicate a message.
This way of thinking sometimes leads to getting rid of the in-house communication department in times of need or tasking any employee with design projects. Unfortunately, this doesn’t work. You can find evidence in the abundant pile of communication tools such as business cards, brochures or mailers, to name just a few, that get discarded every day. Communication flawed with too much information, lack of alignment or poor hierarchy of information rarely makes its mark.
Good design plays a central role in championing, advancing or popularizing a product, service or cause. It imbues commercial projects with depth and meaning, not just beauty. It informs every form of communication with grace and function. It provides smart solutions to address daily problems and profoundly influences our world.
Designers are individuals who have been trained in or have an interest in aesthetics and functionality. Like others, they help make the world a better place one humble project at a time. But, unlike others, they have also been trained to create things that are
seductive, provocative or graceful but still fulfill their function efficiently.
Skimping on design is never a good idea if you want to leave distinct imprints on people’s lives. Because good design can define a great product, service or cause (and create the consensus that will recognize it) why would you want to miss the opportunity to inform, challenge or stimulate our world with what you have to offer?
Sara Nicoletti Altimari Suttle is a graphic designer, illustrator, and editor from Naples, Italy. She has studied Foreign Languages and Literatures at the University of Naples, Italy and Graphic Design at The Art Institute of Pittsburgh, U.S.
She has a passion for creating engaging content and bringing a lot of inspiration and experience from the editorial field into graphic design. In a very rewarding career through editorial design roles in diverse industries, she has had a measurable impact
on advancing her clients’ agenda.
Primarily focused on completely new ways of doing editorials, she excels at creating designs that generate interest while capturing the heart of the storyline. Specifically her expertise includes conceptualizing and integrating design solutions across
digital, direct and print from creative brief to final delivery.
She thrives on challenge and challenging people and always has an upbeat and collaborative attitude, which makes a good combo on Mondays.
What has changed in the 20 years since the first AIGA Conference? For Glaser, it is a return to modern principles, and the ability for designers to balance art and craft, conscience and belief for the common good.
Section: Inspiration -
Voice, professional development, social responsibility
Feeling turned-off by the overcast, cold weather?
Refresh your five senses at the AIGA Blue Ridge and AAF Greater Frederick end-of-year party while enjoying the best damn food and drinks in downtown Frederick. Mingle with old acquaintances and meet new people among the area’s many talented creatives.
The first chapter-organized Design Summit took place May 17–19, 2012 in Phoenix, Arizona. Teams worked on developing long-term solutions for issues related to after-school health and arts programs.
Paper Collective Prints and Posters: A webstore that nods to Denmark's design heritage and donates at least 15% of profits to charity
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