Design (in) sight.

Three essential designer qualities for success – Anthony Lopez’s in a 100 words.

Designers famously address aesthetics (“lipstick on a gorilla”), but hardcore design brings significant value by finding the true purpose: this requires a profound understanding of the mass, the market and the medium. The designer generates a range of strategic and tactical ideas by sieving through the complex matrix of constraints and marketscapes. The insight to reach the end can be evasive. In my experience, a good design solution requires one – fierce?independent?thinking, two — staying with the problem?persistently?to find the right fit and three — being?stubborn?about finding the right answers and finally, a lot of good luck!

By Anthony Lopez

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