Great Design Removes Technology

Pushing that idea further: great design removes technology. Great design removes all friction.

Here’s my thinking: we have finally arrived at this magnificent moment in time when technology has removed the technology from technology. No, that is not a typo. Go back and re-read that sentence again. Great design, strong user interface and better technology is making all of our devices simple to use. One button to turn them on, no instruction manuals required and devices that connect to a high speed network. This is beyond the Web-based Internet that we have come to love over the past two decades and this is quickly pushing out beyond our new-found love of smartphones and tablets. The burgeoning Internet of Things movements is hoping to network and connect all sorts of devices and appliances through sensors and other simple interfaces. We’re starting to see this in products like the Nest thermostat, and you can rest assured that we’ll soon have truly connected homes, offices, cars and more (even our bodies).

The connected society.

Bassett & Partners describes itself as "disruptive brand and design strategy experts who use ethnographic understanding of people to find original emotional insights." A marketing agency (with some similarities in terms of culture and approach to marketing to our agency, Twist Image), they’ve created an 18-minute documentary on how we touch, interact and connect with devices and brands called, Connecting. They describe it as: "a short film that explores trends in UI, Interaction, & Experience Design," but it is so much more.

Watch this…

Connecting (Full Film) from Bassett & Partners on Vimeo.

Another step in the ever-changing world of marketing and brands. What did you think of this short film?