The rise of design

1. THE RISE OF DESIGN
Will 2016 be the beginning of the story on true
Indian design asks ANC's Alok Nanda

2. Contd…
Any list of projections, must by definition, be subjective. Here's mine.The rise of artisanal
brands
From craft beer to fresh juices, chocolates to dairies, even soaps -the traditional bastion of
FMCG, there are a whole new set of products and brands emerging. Aided by increasing
rise in incomes and equally, international expo sure. For designers these are dream brands
to work on as the very nature of the category demands differentiation with craft. And
storytell ing. How many of these will graduate and be come big -I'm thinking -will the next
Body Shop emerge from India? That may be a while to go but 2016 promises to be the year
of the rise of artisanal brands.
Apps and the rise of impatience
It used to be that compared to the click experience, the brick experience was vastly better.
Not any more, thanks to slick apps that are seamlessly designed to aid shopping. Some re
tailers are responding with introducing tech in their outlets -magic mirrors, projections, etc.

3. Contd…
but that's a short term perspective. The love of tech dies fast. The bigger thinking is about mapping
customer navigation that the app people have mastered so well. Else take the contrar ian approach
of providing a complete break l from efficiency for higher order needs. Our i work for the Taj Mahal
Tea House is built r around escape, respite in a cocoon of culture to p help premiumise the brand.
Where are the good art directors in digital?
Beyond apps, digital design thinking is far from where it should be. UX designers still rule the roost
and the results are there for all the unhappy users to see. That's not to say the world does not need
good UX designers. It's just that empathy and brand understanding are not their forte. 2016 should
bring in a greater focus of good art directors and other creatives to raise the bar. Given the money
pursuing digital, this promises to be an area of growth.
Digital branding is changing identities
The rules of branding rarely change just because of the medium. But sometimes a medium like
digital can allow for greater flexibility. But you can tell if an identity has been designed for motion
and creating a digital livery, as against a static logo that has been merely awkwardly animated.

4. Contd…
Good designers are building this into the thought process while creating the logo -how will it look
on a backlit screen? Can it change depending on the page I am on, yet remain the same? Most of all
does it have impact and distinctiveness on the mobile screen? In 2016 more and more identities will
be designed for the screen not paper.
The design thinking organisation
If there is one thing to look forward to, it is the importance of design within large companies. This is
not about paying homage to design rather it is embracing the principles of design thinking in a
deeper way. The thought processes that designers use, can they be imbibed within the company to
enable innovation?
This involves restructuring of processes, risk taking, and pro totyping. Consumer goods compa nies
like Godrej have taken the lead on this with in-house design labs and con stant exposure to visiting
designers. Many more need to do this as well. In many ways design is the last frontier -the
difference between one small screen app and the next, the difference between one consumer
product and the next. When it comes to service brands -design is everything. How a bank navigates
you to fulfil your needs, or an airline allows you to board -these things, so low priority to a
marketing department driven by the next TVC, will determine success or failure. Working with
companies to build a design culture is possibly the most exciting area ANC has been involved in the
last year.

5. Contd…
Finally, two thoughts I'd like to leave you with. Design is all pervasive. From an ad industry
perspective it has the ability to get us a seat at board level discussions. From helping
companies (even cities) reinvent themselves, identify new product forms, define new
retailing formats, its impact on the corporate world can be deep and long lasting. Can the
industry rise up beyond its perception of people trapped in aesthetics? No good designer
will let aesthetics go so that's not something to be worried about.
The second point I'd like to raise is the Indian Design Voice. We seem to have bypassed this
and moved to a global voice. Along the way we may have missed some great opportunities.
The only area where Indian design has had some impact is in the decorative space -textiles,
fashion, home decor and crockery. Good Earth comes to mind. But reducing Indian design
to decoration is to do great injustice -the entrepreneur who develops ergonomic kitchen
appliances that cater to regional cooking styles for example has much to gain. Perhaps it is
perception and more stories of true Indian design need to be told till a movement takes
shape. Will 2016 be the beginning?
The author is CEO & Founder of Alok Nanda and Company, a creative brand consultancy.

6. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother
marketingandcommunicationconsultants.com)
Email :-saxbeeconsultants@gmail.com
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