What Design Can Do 2017! Part 2
Our brief overview of our experience on Day 2, of the WHAT DESIGN CAN DO 2017, in Amsterdam.
The short answer to WHAT design can do is to design our products, communications, campaigns and brand experiences to bring people physically together, create communities, get them talking face-to-face and sharing real experiences and developing empathy, rather than mere online representations of experiences. This is the only way to make it relevant on a personal level.
Personal level. Word of mouth. Anyone in marketing knows there is nothing better than that. A shared feeling. Empathy. (see our post Designing with Empathy)
The bigger question, HOW to design for this was still left rather hazy. However, what we got out of the conferences is a deepening of our faith in design, and people, to be able to design for this. (One example was our Vinea campaign, where the actual point of the designs and the TV spots was to gather people together to work the vineyards, to bring young people and economic viability back to traditional regions. That part didn't happen, but it was proposed)
(Above) Former Mayor of Mexico City, answering a questions we asked about how to reach voters in a post-factual world.