It seems unarguable that designers carry a psychological armoury that makes their work effective. That, not manual skill, is why we trust them with our businesses, or not. Without it, designers would miss their only target: other people.
First published in a slightly modified form ‘Physique’ in Business Standard, 17 November, in Deep Design, a fortnightly column by Itu Chaudhuri.
Brands place a premium on attention, firing images and words shaped into messages to inform and persuade. Indeed, we live amidst a war for our attention, an exquisitely perishable wisp that lives in the now.