One of the most important principles of Sanders is how to apply a solution to our customer’s requirements. Since Sanders Design Associates was established (quickly followed by Studio SDA and now Sanders), the most important philosophy we follow is how we apply a design to satisfy our customer’s needs. And therein lies the quandary – how does one design something for a customer who perhaps doesn’t know what they want?
As Studio Director for Sanders, this is something I regularly ask myself when being asked for opinion on our company’s evolving products and solutions. How does one understand the approach to design when that person isn’t a designer?
How does one know what’s ‘good’ and ‘bad’, but still delivers to the needs of our customer and exceeds expectations? There is so much satisfaction to be had in seeing how a brand or a product is developed, and the appeal is so broad that non designers can see it. In fact, the most important thing is that a non designer can see it!
It’s all about not having to be a designer to understand the importance of it, or what benefit a customer gets from having a fantastically designed product or brand. After nearly fourteen years in the company I still get the same immense feeling of satisfaction as we develop and exceed our customers’ expectations, and from a non designers perspective it really shows how important a well thought out product brand or product is.
You see? It it’s not just designers who understand the importance of design.
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