Next Big Design: Designing Moments : How lovely is this?

Monday, March 26, 2012

Designing Moments : How lovely is this?

If your jaw doesn't fall from watching the video below—check your pulse, you may be dead.

We are often given opportunities to design the smallest of things (think: logos) and at times it can be hard to prove the value of something small. Right?

Consider this idea. Would you expect to pay more for the design of a postage stamp or the design of a 36-page magazine? Does one take more time? Perhaps the magazine does, in actual hours. But precise nature of designing a postage stamp is a unique expertise.

Would you pay more for one?

Think about it for a minute. What are you paying for in the design? The hours? The technical challenges in a design? The visibility of the brand (so the larger the brand, the more they pay?). The result or expected outcome (how much the design will deliver in revenue increase or cost decrease?). The size of the object (icon vs. billboard?). Or what it cost in the past to do something similar (similar to how homes are valued?).

It is a complex subject and one we've decided to face head on, because it is important to the success of design as a practice area and our business in particular.

One answer: We have taken investment stakes in situations where fiscal performance is the expected measurement approach. Which has been successful for us with a vodka from Slovakia. But, we have also seen the challenges from this method, as it may not payout soon enough and it is likely challenging to relate the outcome to the design effort.

We value design from the beginning, and that ties in to how we value design in it's final form. We would like to hear from others on this subject.


Aaron Keller
Capsule

2 comments:

Patrick Connors said...

Loved the video, and love your work!

Tony Shoemaker said...

If I am collecting a stamp, yes I would pay more for it. I inherently value it at greater that the value printed upon it or for that matter the cost that was expended to manufacture it. However, if I am simply trying to get a payment to my utility company, I don't give a hoot about how pretty the stamp is- in this scenario it is about the pure functionality. Will a fine graphic bring me a moment of pleasure as I peel the stamp off of its backing and place it on the envelope? Probably, but it is fleeting. Value is relative, whether for a service or for a design, or for Art, and is most connected to the individual end consumer.