Design as Theater

Posted on October 18, 2007 | Permalink

By Lane Casteix

Package Design Magazine had a very good article by David Lemley of Lemley Design on the design process in their June 2007 issue. It was an excellent treatment of how the process ought to work.

Lemley's point is the designer must become like a Method actor and "become the product", embodying the brand identity and personality in the design, that is understand it so well he can deliver a "performance" (design) that is believable. When this is allowed to happen, the resulting design is a winner for the brand.