REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Apple didn’t fall far from the tree No design is created in a void; there’s a predecessor to almost everything. Although we’ve extolled the virtues of Apple and chided those who have tried unsuccessfully to copy the company’s success, Jonathan Ive (Apple’s senior vice president of industrial design) took his inspiration from forerunner Dieter Rams. Rams designed products for Braun in the 50s and 60s and promoted ten principles of good design. His tenets include the idea that good design is innovative and developed in tandem with innovative technology. He also says that design should make a product more useful, a guideline that the Eye-One-On packaging fails to honor. Ive’s implementation of Rams’ thinking shows how to be a true leader instead of a follower: Ive has taken the philosophy of good design to the next level.

Contributed by Noah

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