A Whole New Mind: Design

April 11th, 2007 at 11:52 AM

“The wealth of nations and the well-being of individuals now depend on having artists in the room,” writes Pink in A Whole New Mind. Pink writes, “Today we must all be designers.”

Pink is right: The aesthetics of commerce have never been more important. Look at today’s primary communication vehicles—websites, brochures, video, billboards, television, magazines, newspapers, blogs—design has become an expected part of our lives. Pink says, “Today we must all be designers.”

Pink exhorts designers to be skilled at both “utility and significance,” and we echo his comments when thinking about how design relates to video.

Video has the potential to serve multiple purposes, first by effectively communicating to audiences about a product or service (utility), but also holds great potential to communicate intangible ideas with tangible effects on people’s actions (significance).

Stay tuned for more on significance in the next blog.

This is the second blog based on A Whole New Mind: Why Right-Brainers Will Rule the Future by Daniel Pink (Riverhead Books).