Good research drives great design
Susan Nelson and Mary Zalla Landor Perspectives 2010
The Tropicana “orange and straw” debacle is well on Its way to becoming a classic example of redesign gone wrong. The lesson is simple but profound: Good designers always remember that they are designing for real people, not for their firms, themselves, or even their clients. This means that design and consumer research are inextricably linked.
Design, at its core, is an empathetic undertaking. Unlike art, which springs from the artist's need for self-expression, design is always for someone else. Both are creative, innovative, and original....