[image: mine design, san francisco]

what design can’t do by christopher simmons for aiga.org

if the above graphic doesn’t drive the point home, simmons’ stance is that design can only express what comes from the top down, through a staff working toward a goal through shared vision and strategy. design isn’t going to change your product, your approach to customer service, or turn your average idea into a great one. the attempt to slap a smashing design on an average service will only temporarily distract people, if that, and when their opinions recalibrate to match reality, you’ll be out valuable time and money that could have been spent reworking your system so it’s in line with the brand you want to be. excellent read!