Ho — here's a blog topic! Designers justifying their craft, and using Apple as a case study? Such novelty! Let the cliches flow forth eh?!
But hold your judgement for just a moment — we think there's something here for even the staunchest Windows advocate and anti-apple crowd.
Yes, two beautifully eloquent statements on design from a business that's built a small empire on its principles. Y'reckon there's something worth keeping in mind the next design project y'embark on? Indeed…
1. Design as functionality, not aesthetic.
"We've always thought of design as being so much more than the way something looks. It's the whole thing. It's the way something works on so many different levels. Ultimately of course, design defines so much of our experience." — Jony Ive, Senior Vice President Design, Apple
It's easy to slip into the habit of using 'design' to refer just to aesthetic. Yet, the word means far more than that. Conceiving, planning, function, purpose, strategy, structure, experience — all fall under the definition of design. That means most of us design on a daily basis. Whether it be building a program, creating IP, thinking of business opportunities, or even how we've structured our service delivery. It sings to the importance of purpose in each and every piece of design we produce.
Which seques perfectly into the second takeaway...
2. Design to simplify complexity.
"I think there is a profound and enduring beauty in simplicity. In clarity. In efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about brining order to complexity." — Jony Ive, Senior Vice President Design, Apple
There's a common assumption even among designers that minimalism is simple. Madness! Effective minimalism is actually deceptively difficult. Think for a moment on how easy it is for any of us, in basic Word-processing software, to add filters and meaningless ornamentation? True? Now consider how much harder it is to pull design back to the bare minimum required to communicate a message, yet still look good.
And that's the key.
Too little design and it looks incomplete and undesigned. Yet the moment design overtakes and overwhelms the content — it's failed, no matter how beautiful it is. It's a reminder of the importance of producing great content, and the role of design to bring order, simplicity, clarity and propel the message.
Want to hear all this from the horses mouth? Leap over to www.apple.com/au/ios/ios7/