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Jingdong book

设计中的逻辑(全彩)

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站酷诚意出品,人气与专业的双重认证!


十位国内不同领域知名设计师倾力打造,设计界大牛对设计思维、逻辑、方法各有自独到见解,思维大碰撞!


涵盖产品、品牌、用户体验等多领域的设计分享,从设计新人到资深设计师不同身份的思考与启发!

Content Description

设计师在从事设计工作的过程中,被问及较多的问题应该是:“为什么我的客户不尊重我的设计?”而答案集中的是客户不懂审美。本书试图从设计背后的逻辑层面回答这个问题,设计不仅仅是一种美,还是一种策略,一种思维方式,甚至一种生活方式。


书中的十位撰稿人是不同设计领域的牛人,著名包装设计师、台湾海报设计协会会长王炳南,知名平面设计师、出版人杨林青,华思品牌设计创意总监、深平协第七届主席刘永清,5PLUS学院联合创始人冯铁,原美柚设计总监刘宓,三只松鼠首席设计师李子明,THEGUY品牌创始人袁泽铭,Continuum大中华区总经理温伯华,ARK Group联合创始人兼ARK创新咨询CEO滕磊以及腾讯用户研究与体验设计部(CDC)总经理陈妍。他们从各自的领域着手,分别站在设计师、管理者、客户乃至用户的角度,试图用理论与实践相结合的方式解读这种认知产生的原因,以及如何理解与改进自我的设计思维。


设计不只是视觉上的愉悦,它还可以发挥更大的价值。无论你是设计师、设计爱好者、管理者、大众还是与设计相关的任何人,都希望你可以从本书中了解到一些设计的逻辑,解开一些对设计的疑问,引发你对设计的某种思考。


Author Description

站酷(ZCOOL),人气设计师互动平台,2006年8月创立于北京。深耕设计领域十年,站酷聚集了500万+设计师、摄影师、插画师、艺术家、创意人,每日会员发布原创作品20000幅,产生互动交流200000次,覆盖中国300+城市,在设计创意群体中具有强大的影响力与号召力。


站酷在创立之初,就以“让设计更有价值”为自身使命,十年来,一直致力于打造以原创设计为核心的“设计生态圈”,目前站酷旗下除拥有主站设计师互动平台站酷网之外,还重点打磨了一站式正版视觉内容平台——站酷海洛、艺术教育平台——站酷高高手。站酷的这一系列生态布局,为设计创意从业者在学习、展示、交流、就业、交易、创业各个环节提供了优质的专业服务,为设计师的成长之路提供了立体服务及解决方案。


站酷,让设计更有价值!


Comments

设计不单是关乎美的问题,还应该结合商业,解决商业的诉求,给用户带来愉悦的感受。站酷邀请到10位在不同商业设计领域中有丰富实战成果的设计人,分享他们沉淀多年的设计思考,揭开设计背后的逻辑。在这个人人都应该懂点设计的时代,感谢这本书,让我们在设计思维的碰撞中,去理解设计,理解设计师,去思考如何让设计发挥的价值。

——站酷创始人、CEO 梁耀明



本书中几位设计界大牛对设计思维、逻辑、方法都有各自独到的见解,通过案例剖析循序渐进,无私分享设计经验和理念,是一本极具诚意的输出,是瑰宝级的沉淀,对入道设计新人和设计老手都有启发和帮助,希望设计师朋友们喜欢!

——国际UED-内贸B2B&新零售事业群UED总监 汪方进



设计对你来说意味着什么?是想法和情感的表达?是对好奇的追寻或对不满足的抗争?是发现问题解决问题的过程?是理解和重塑世界中种种的关系?...... 如果你找不到那个让你幸福,或者踏实,或者激情,或者信仰,那么,可能你坚持不下去。

因为设计很难。不停和周围人较真,不停和自己较真---虽然过程中也会有很多享受,但是,只要设计是为人所用的、是需要整合资源实现的,就一定不容易。但今天的设计师又是非常幸运的,有机会站在快速变化的世界中,迎着技术进步、消费升级的风,小到设计一个产品,大到创造一家伟大的公司,实现设计的价值。即便有时,那不再被人们称之为设计。

——创新工场人工智能工程院VP、INWAY Design创始人、前Google中国用户体验团队负责人 吴卓浩



一直以来,我都把设计看作是一门手艺,是要老老实实研究,潜心思考才能有所成就的工种。但生活在如今的快时代,听过太多“颠覆”,看过太多”速成”,不免开始怀疑世界的运转规则是否改变了?于是心中不安,焦躁烦闷,但在每个焦虑的梦境中醒来时,看看窗外,太阳却依旧东升西落。

很庆幸看到这本书,一本讲述设计的逻辑,而不是设计如何“颠覆”逻辑的书。这证明了,无论世界运转规则是否发生了改变,至少设计依旧是讲道理的。感谢几位“老手艺人”无私地把自己的设计逻辑贡献出来,因为这是设计思考中本质的东西,也是多年锤炼打磨所凝聚的精华,祝愿各位在此书中有所收获。

——滴滴设计高级总监、资深创意人 程峰



深入设计的过程,就是一次自我消解,也是自我重建。每一次接触新的设计,总是会被带到一个未知的认知世界。与其说我设计出了什么,倒不如说我被那个新世界所引导,成为了一个更丰富的人。而这二者越和谐,往往这个设计越被接受。这背后藏着巨大的秘密,我为此要表达深深的虔诚。设计的逻辑,就是世界运行的逻辑。

——绘麟鹿角创始人 相辉



设计的好坏,不只是艺术审美的高下之分。理性逻辑的透彻与否,体现在设计上,也有云泥之判。

——700bike CEO 张向东

Catalogue

一个你花钱愿意买的包装

10p

王炳南 著名包装设计师|台湾海报设计协会会长]


Mook的诞生

——《离线》杂志书的平面设计实验

36p

杨林青 知名平面设计师、出版人



品牌原动力

74p

刘永清 华思品牌设计创意总监、深圳市平面设计协会第七届主席



设计的合理性

106p

冯铁 5PLUS学院联合创始人



我的用户体验观

144p

刘宓 原美柚设计总监



只做“管用”的电商设计

——全触点式电商设计链路

168p

李子明 三只松鼠首席设计师



产品情绪规划

190p

袁泽铭 THEGUY品牌创始人



企业创新设计方法论

206p

温伯华 Continuum大中华区总经理



破局的智慧 -设计思维

232p

滕磊 ARK Group联合创始人兼ARK创新咨询CEO



设计团队的非设计思维

254p

陈妍 腾讯用户研究与体验设计部(CDC)总经理

Introduction

用有逻辑的设计创造有价值的未来


运营设计师平台这些年里,有个问题总是不断被设计师朋友们提及,那就是:“为什么我的客户不尊重我的设计”。每次这个问题被人提出,下面的回答经常是一面倒的抱怨,抱怨最集中的点是客户不懂审美。这时候稍微资深冷静一些的设计师便会说,客户不懂审美所以才要请你做设计。一般说到这里大家也就释然了,似乎找到了问题的答案,那就是设计师掌握了美,所以可以称为设计师。但是,最近这种说法也遇到了危机。客户、用户的审美正在快速提高,甚至比设计师还要具备特定门类的审美能力。加上扁平化的设计语言正在占据主流,大家使用的图标界面也越来越趋同。之前的问题又出现了:“为什么客户要尊重你的设计?”本书就是试图从设计背后的逻辑层思考来回答这个问题,设计不仅仅是一种美,还是一种策略、一种思维方式,甚至一种生活方式。


设计,是一种策略。


现在的消费环境中,消费者和商家之间已从过去的单向静态关系变为双向动态关系。也就是从只需要提供基本功能,坐在店铺内就可以有源源不断的顾客上门的消费,但现在已经需要做出更惊奇的创新和更细致的服务,并主动出现在顾客的各种生活场景中,成为他们的朋友、顾问,甚至老师,只有这样才能让挑剔的他们消费你的产品。这背后是互联网带来的,消费者话语权的提升,也是需求碎片化和企业竞争的升级。观察当下世界上领先的企业,那些仍然抱持着“够用就好”观念的传统大佬们正在迅速被越来越多的创业者超越。让这些创业者脱颖而出的创新、服务、突破点,正是来自他们的设计策略。


设计,是一种思维方式。


之前大家倾向于认为设计思维是脑洞或者美观。各种媒体文章和坊间议论中,设计师也更多被描绘成一群天马行空的画图高手。这种看法的问题是:设计被限定在执行的层面,并且往往扮演一种刚愎自用的负面角色。为什么会产生这种认识?大概是因为设计师们的想法大多来自虚无缥缈的灵感,却没有逻辑支撑。基于这种认识,当一家企业要做出一个设计师提出的改变时,经常会不了了之。这不能怪老板们在需要设计创新的时候这么举棋不定,“碰运气”不是成熟的商业行为。


但这是错误的,设计在今天早已经超过了“幻想”和“美术”的范畴,成为一种有力的推动力。今天,我们应该怎么去理解和改进设计思维呢?正如本书合著者之一滕磊所说:“设计是一种思维方式,是用开创性思维、多维度综合思考,从而解决问题的方法。”本书的另一位合著者温伯华给设计思维的定义则是:“设计思维是‘溯因推理’(AbductiveReasoning),这种思维方式是在几个已知的假设上,更多的做跳跃性的联想。”


设计,是一种生活&进步方式。


设计师的职责在变,但是对设计师的期望是没变的。一件事或一个产品,如果没意思或没效果,首先会质疑的总是那个带着设计title的人。阅读本书中诸位设计师的文字,会发现大家基本也都有过这样的经历。本书的价值也在于,大家都提供了自己对设计信任问题的解决办法。设计师大多是学习美术出身,在审美层面已经具备客户老板用户们难以企及的修养。但这远远不够,要在消费升级的当下胜任设计师的职位,当务之急是提升自己的理性思考和视野,做到先做对再做美。理性思考,是设计师们很不习惯的左脑操作。视野,是目力和心智的综合体。目力意味着你需要能看到更多的现象、掌握更多的数据、听闻更多的说法;心智,则在于怎么去合理取舍和理解这些纷杂的现象数据说法,在于怎么去合理应用你的理解,把它变成有效的行动。这种取舍重组的能力,是基于大量的失败和反思后产生的结果,而本书就是已经经历了这些淬炼的设计师们,对于这件事的心得。


设计可以做很多,但企业要应用有效的设计策略,设计师要增加自己的竞争力,终究需要找到和应用设计背后的逻辑。希望本书中的讲解能对你有所帮助。


站酷主编纪晓亮


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