Reading Reflection 02

So far I am thoroughly enjoying reading Cradle to Cradle by William McDonough and Michael Braungart. Although I have only read a small segment of the book it really does a great job of making you think about the environmental issues that are associated with design. I liked how the authors gave a brief history into their lives and described what inspired them to team up and try to conquer the detrimental effects that industrialization has had on the environment. The introduction of the book poses many questions to the readers that get you in the mindset of the content and start to open your eyes to some of the problems that designers face and have sometimes turned a shoulder to. It uses lists of contents in widely used products in an effort to grab the readers attention and have them wanting to learn more. I think that is one of the most important components when someone is trying to get their point across and make a bold stand for something. Gabe gave us some initial background information regarding the book and specifically how it was produced. The book is printed on synthetic paper. It is "not only waterproof, extremely durable, and recyclable by conventional means;...as a product can be broken down and circulated infinitely in industrial cycles". The fact that the authors decided to print their book on this material and then go on the talk about it in their book further emphasizes the stand they are taking. If they talked about environmental concerns and then printed hundreds of thousands of books on paper it contradicts the point they are trying to make.

John Heskett discusses identities in his book, Design. He talks about many different companies such as IBM, Apple, and BP. I think Apple is a great example of the point he is trying to make that the combination of image and identity is what makes a successful company. They mastered the idea of "less is more". Their logo or visual imagery, which people associate to the company is a rainbow apple. It is so simple yet it is one of the most recognizable logos in the world. Apple's identity, which is "how the image is understood by customers, or their expectations of the company", has been backed by the continual production of good products that appeal to customers needs and wants. Heskett also talks about Systems in his book. There is way more design that goes into transportation and the production of street signs that I could even imagine. However, when I think about what I see when I am driving it makes complete sense. The highway signs are different colors that regular signs and no matter where you are driving everything remains in the same spot on the signs to make it easily recognizable to drivers. It is subconscious for drivers to look in a certain spot for the speed limit or the number of miles to a specific destination. I thought that was very interesting and not only ensures driver safety so they can focus their concentration on the road, but also so it is universal.