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Questions to Dr. Mark Breitenberg |
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How should a young designer approach a new assignment?
All designers young and old should approach new assignments with extensive and thoughtful research. This may include assessment of existing solutions and products, the identification of unmet needs among those for whom the product is being designed, as well as the social, political and environmental impact of the design challenge.
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What advice do you have in general for young designers?
Don’t be afraid to fail. Young designers are often conservative because they have not established credibility and recognition in the field. But that will come from taking creative risks and questioning the status quo. There are two stages in the designers career when the opportunity is greatest for taking chances: in the beginning, when reputation has not yet developed, and at the end, when reputation is assured. If you miss the first one you’ll never reach the second.
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Design Awards/ the BraunPrize |
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What role do design prizes play in general, and the BraunPrize in particular in terms of fostering design talents?
Certainly competitions give exposure to emerging design talents. But it is also useful for those who do not take part in them to see the work coming from around the world. The Braun Prize has for many years been one of the most reliable and prestigious registers of young talent and new directions in design.
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What will be your approach when evaluating the submissions?
Originality, efficacy and complexity of thought translated into visual form. In other words, I will be looking for great concepts and ideation that is realized in compelling, appropriate ways. I will also look for work that tells an interesting, original story about human behavior and aspirations.
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What are your personal sources of inspiration? How do you work on new ideas?
New ideas for me derive from reading outside the field of design, from studying human behavior, aspiration and motivation, from discussing ideas and issues with my colleagues, and generally from the creative environment at Art Center College of Design
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What is your personal definition of “good design” and its role in your life?
My definition of good design is design that solves a problem that leading to a better quality of life. By “quality of life” I include not just social issues but also the business of everyday life as well as the importance of beauty and pleasure.
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