• Veronica May


I recently finished a book entitled "A Whole New Mind, Why Right-Brainers will Rule The Future" By Daniel H. Pink. Mr. Pink asks the question what do you do when we live in a world of:

• Abundance (consumers have too many choices, nothing is scarce)

• Asia (everything that can be outsourced, is)

• Automation (computerization technology).

He asserts, that because of some of these factors, we should be tapping into our creative brain to perhaps spearhead our next economic revolution. What will make your product or your service any different from every other product and/or service? Consumers are smart, they are savvy and they not only expect value but they also expect a personal valued added experience. Our sociological, technological and economical climate is such that businesses realized they had to listen and answer those questions posed by Mr. Pink and more importantly by the customer! Many businesses large and small have already answered the call. They're answering the questions while simultaneously listening to the consumer by creatively injecting an emotional narrative to design. Designing to engage the senses beyond the visual.

Businesses that listen to and make forward thinking adjustments while continuously improving their design stories will likely experience sustained success. In sales there is a well known saying, "people buy from people". This saying leads you to believe that emotion(s) or some level of personal connection plays a role in that decision making process correct? There's no getting around the growing importance of making that "personal yet unique connection" to the customer.

As someone who works within the creative field, I fully embrace the concept of designing with heart and soul. I believe design is a form of interpersonal communication. It answers questions, (asked and unasked), it addresses needs - wants - desires. Design offers a continuous story that changes because of the experiencer. I am excited to think that no matter what the product or service - from a computer chip to a throw pillow, designing with a personal/soulful connection in mind is a good thing. It is a very good thing.

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