The nature of design is changing. It’s critical that marketers and designers respond to the new social and business dynamics that drive the industry in order to achieve success. AIGA executive director Ric Grefé, explains what these dynamics are and how designers, designing and designs are responding. You’ll learn how creative professionals are shifting gears in the areas of Advertising, Marketing Strategy, and Branding.

2. < RIC GREFÉ November 18, 2010 the professional association for design

3. Dodging the vectors

4. Information Understanding DODGING THE VECTORS November 2010 < Design makes the complex clear

5. Information Understanding Design DODGING THE VECTORS November 2010 < Design makes the complex clear

6. form + content November 2010 DODGING THE VECTORS < V1: The dimensions have changed

7. form + content + context November 2010 DODGING THE VECTORS < V1: The dimensions have changed

8. form + content + context It’s become far more about the creation of experiences. November 2010 DODGING THE VECTORS < V1: The dimensions have changed time

9. Artifact Strategy November 2010 DODGING THE VECTORS < V2: Beyond flatland Maker Conceiver

10. Artifact Strategy Maker Conceiver November 2010 DODGING THE VECTORS 2-D 3-D < V2: Beyond flatland

11. Artifact Strategy Maker Conceiver 2-D 3-D November 2010 DODGING THE VECTORS < V2: Beyond flatland

12. Artifacts Simple Complex Experiences Logo design Corporate identity Branding Software design Service design November 2010 < V3: Add dimensions, add complexity DODGING THE VECTORS

13. < V4: Design’s contribution to strategy decisions Concept visualization Empathy/human understanding Strategy and business design November 2010 DODGING THE VECTORS

14. Time Return on investment How we design What we design November 2010 DODGING THE VECTORS < V5: Our value has shifted

15. Maturity Return on investment Style Problem solving Strategy framing Business design < V6: Designing is tackling more Form and function November 2010 DODGING THE VECTORS

16. November 2010 DODGING THE VECTORS < V7: The focus of design has shifted Culture Ecosystems Systems Objects

17. End user involvement Complexity of design DODGING THE VECTORS November 2010 < V8: Audiences are getting involved

18. Graphic Interactions Artifacts Ubiquitous design Systems and tools Product Media Experience Viewers Consumers Users Participants Co-creators DODGING THE VECTORS November 2010 < V9: More complexity, more engagement

19. Define the problem Innovate Generate value November 2010 DODGING THE VECTORS < The framework for design thinking

20. Reliability Validity DODGING THE VECTORS November 2010 < Creativity can defeat habit

21. Reliability Validity Design thinking DODGING THE VECTORS November 2010 < Creativity can defeat habit

22. < Expanded scope Scale and complexity of design problems Wide and deep Meta-disciplinary study and practice Sharing experiences A co-creation model Break through An attention economy Targeted messages A narrow definition of audiences Responsible outcomes Focusing on sustainability < < < < DODGING THE VECTORS November 2010 < Defining the designer of 2015

23. November 2010 DODGING THE VECTORS Technical production Form-making How students enter the practice of design (adapted from Meredith Davis) Strategic thinking The know-how model <

24. November 2010 DODGING THE VECTORS Form-making How students enter the practice of design (adapted from Meredith Davis) Strategic thinking The know-that model Technological development and management <

25. Recognize that institutional authority is all but dead and gone Meet people where they are, not where they used to be Focus on reasonable, not big Celebrate diversity and sustainability Think globally Recognize that social responsibility counts Expect members to demand authenticity and truth Respond to appeals to the best in all of us DODGING THE VECTORS November 2010 < How AIGA will adapt

26. Reflect business practices, leadership, values, ethics and standards Think longer term Focus on younger designers’ interests and needs Create opportunities for member engagement and member-originated content Highlight opportunities for social responsibility, social engagement, multiculturalism and diversity Focus on design strategy as a competitive advantage November 2010 < < < < < < < < How AIGA will adapt DODGING THE VECTORS

27. November 2010 < Our priorities for the profession DODGING THE VECTORS Relevance Leadership Opportunity

28. November 2010 < Attributes most important to our relevance DODGING THE VECTORS Sustainability Simplicity Narrative Social engagement Global perspective Agnostic toward media Empathy Integrative thinking

29. Theory Practice Student Process Practitioner Policymaker Best practices New methods Return on investment Design thinking Client November 2010 DODGING THE VECTORS < The challenge of remaining relevant

30. < Moving design and designers from the margin November 2010 DODGING THE VECTORS

31. < Moving design and designers to the center November 2010 DODGING THE VECTORS

32. November 2010 < Our priorities for the profession DODGING THE VECTORS Relevance Leadership Opportunity

33. Thank you. Thank you. <