Hi All,
Moving beyond the post grad supervisor's tutorial, (and btw I have read some of the literature on the economics of advertising and 'facet methodology') the problem with these approaches is that they fail to address the small area of micro activity over which I have control as a designer.
On a daily basis, I am faced with questions about which I have to make decisions: which are the most critical parts of a design that I should devote my attention to or is every part of it equally important; when do I trust my own judgement and when should I test a design with potential users? etc etc.
My point is that I need craft experience and evidence on which to base my decisions. And the point of all this effort is to ensure that my contribution, however minor, to the impact of the designs, can be maximised. So from a designers point of view, measuring the impact of design is important.
Over the years, some of us have developed methods for doing so that are relevant to our little area of activity. BTW, if this seems trivial in the big scheme of things, one of the things some of us do is design information that if followed inappropriately, can lead to death or injury. We like to make sure the *impact* of our designs are at least not life threatening.
David
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