Stories: The Way We Inspire Ourselves and Each Other
A DMI article on how Mothercare used stories to get its design right.
Storytelling and the use of different kinds of narrative are part ofthe way communication takes place in the world of design.Somehow, though,stories are characterized as softer and less serious than the down-to-earth details of criteria and performance.There are no stories in the minutes ofmeetings or in design briefs. But finite and purely rational performance specifications are often less relevant than the emotional aspects ofthings. People buy and use what they want rather than what measures up against an arbitrary list ofrational criteria. Desire drives more decisions than pure practicality. And desire can only be discussed in stories about feelings.
Permalink | Friday, November 03, 2006
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