It’s year-12 of the new millennium and technology speeds ahead, consumers race to keep up, and the market tags-along to keep up. What’s "new" is "old"quicker than ever and factoring-in the amped-up volume of competition makes survival of the fittest-package ever more challenging.
Dieter Rams, the design genius behind Braun’s revolutionary products, said, “good design helps a product to be understood,” but in this new millennium, the rules have changed. All bets are off. In this new century, to be simply understood isn’t nearly enough. What doesn’t speak up and stand out will be left behind. The language a product speaks must be crystal clear, and have a finely tuned, beautiful voice — it has to speak with a new visual vocabulary.