The problem is that it is incredibly hard, even if a company has an equally talented team ofdesigners. Not only is making things with more than a design flourish applied to the outsideexpensive, but the scope of design has expanded radically since 1925, when Philips, the Dutchcompany, hired Louis Kalff to polish its advertising and named him head of “propaganda.
问题在于,这样的成功极难模仿,即便一家公司拥有一支同样富有才华的设计师团队。不仅制造不止有华丽外观设计的产品需要付出高昂的成本,而且设计的范围如今极大地扩大了,远非1925年荷兰公司飞利浦(Philips)任命路易斯•卡尔夫(Louis Kalff)为负责润色广告的“宣传主管时能比。
The cost of listening to what designers say is illustrated by one story in Walter Isaacson’sbiography of Jobs. Sir Jonathan wanted to place a recessed carrying handle in the brightlycoloured iMacs that he designed in 1998, less for practical reasons than to make the machineseem friendlier to older buyers. Apple’s engineers protested that the handle would beexpensive and impractical; Mr Jobs ignored them.
沃尔特•艾萨克森(Walter Isaacson)所著乔布斯传记中的一则故事,体现了听设计师的话要付出怎样的代价。1998年,乔纳森爵士想要在他设计的彩色iMac上加一个内陷的把手,这主要不是为了实用考虑,而是为了让这款电脑显得对年纪较大的顾客更友好。苹果的工程师当时表示反对,称这个把手成本高昂又不实用。乔布斯当时对这些反对置若罔闻。
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