Design Insights: Removing the irrelevant

'Removing the irrelevant,' the eighth video in this 'Design Insights' series, features Richard Seymour, co-founder and design director of Seymourpowell, explaining why it's important for designers to strip the "noise in the background" and instead focus on the principles that are working.
"You shouldn't be putting more into something than it needs," Seymour says. "But the fact is, the need maybe an emotional need."
Touching on his background in advertising, Seymour explains that it's possible to communicate the simplicity of a product's function -- for example an Apple product -- without actually simplifying the product's design.
Initially trained as a graphic designer and illustrator, Richard Seymour moved through advertising and film production design before launching Seymourpowell with Dick Powell in 1984. Today, Seymourpowell is one of the world's leading design and innovation firms and Richard one of Europe's most accomplished designers and futurists.
As part of its effort to stimulate dialogue between the business and design worlds, the Eastman Innovation Lab teamed with Seymourpowell to create a series of thought-provoking special edition "Design Insights" videos titled "Into the future."
Check us out each month for the next "Into the future" video.
Produced by Uber for Eastman Chemical company
For more information, see: www.innovationlab.eastman.com/...
www.uber-london.com
www.seymourpowell.com

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There is no longer room for irrelevant things. We have no longer got the resources. Irrelevance is out - Dieter Rams