12 design secrets from Johnny Quince

Recently Ive Joni spoke to the young designers at the London Design Museum and talked with its director Deyanom Sudjic on various topics, ranging from the perspectives of contemporary design to the aspects of the work of John in Apple. Public speaking guru is quite rare, so the information that he shared with full of hope emerging designers, is doubly valuable. Sir Jonathan warned about the huge number of failures that preceded the successful projects and shared the secrets that have helped him to become the chief designer of Apple.

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Your products - it's your reflection

Everything you create is your reflection and says everything about you. Consumers feel your care, as well as negligence. Here, as in the relationship with people, the neglect may be offensive.

Good ideas are born in dealing

All great ideas start with conversations and discussions. Even small changes early in the design process can significantly affect the final product. At first the idea - it's just a thought, fragile and inaccessible to others, but everything changes as soon as it appears as the first physical incarnation. It is made available to others and in the process involves more people.

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Throw represent and begin to create

Many young designers with whom we spoke, just do not know how to create a product - it is the result of the workshops in design schools are more expensive than PCs and software development. CAD-programs can make a bad design attractive. It is very sad that some spent four years of his life to the study of 3D-design and during this time do not create a single real thing! People who are strong not only in design but also in the creation of products that have a huge advantage over the other.

Do not inflate states

To get to the Apple design department is more difficult than in the Order of the Illuminati, and one reason for this is that no one goes there. Over the past 15 years not a single member of the team of designers has not left the company.

I love working in a small team. The department only 18 people, and none of them has never left us.

Plagiarism - not the most sincere form of flattery

The result of eight years of work can be copied for six months. This is not a job. Stolen design - it's stolen time. This appreciation? I do not think so.

Do not hesitate

To create something truly innovative, you have to leave aside the rational perception.

The miniaturization of devices is inevitable

Apple products are constantly becoming smaller, thinner and lighter, but it is not happening for beauty and not because so wants Joni - all about the inevitability of technological progress.

It is our human nature - to do good even more beautiful. When we see an outstanding technology, we want to make smaller, cheaper and more reliable.

Do well even then, that nobody will ever see

We spend a lot of time to design things that are inside of the phone, even though 99% of the people they will never see. But we still do it, because we need.

It is not necessary to stand out only in order to stand out

Stand out easily - enough to make a product in pink and fluffy. Be the best, difficult. Any changes often require marketing and corporate events. When the change significant things (such as displays or voice control), make them really different.

Do not mistake Only he who does nothing

Do not be afraid of failure. If we do not make mistakes, so we do not move forward. 80% of produced products do not go into production. If you see that the product is not as good as it looked, just stop development.

Reject more ideas than taking

When it came to the creative part of the process, John said: "At every idea on which we have started to work, had nine of ideas, from which had to give up."

Create good products and the money will come to you

Our goal - to work hard to create so cool products as possible. We are not naive and we realize that if we succeeded, creating a great product, people will like it. And if they like it, then people will buy it. We know what we do and make money. However, this is a consequence rather than a cause.

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