Dear Martin,
Thank you for your message. My apologies if there was some confusion.
The reasoning you present is somewhat different from what I wrote.
Let's make it a practical example.
Imagine I have a book in print and being sold. As a publisher I wish to
increase sales 20% by changing the cover to a design that is more attractive
to customers.
I can ask a graphic designer to create a new cover for the book and specify
that the outcome must be that it will increase sales by at least 20% per
month, and that the designer must be respoinsible for the performance of the
design to be effective in achieving that outcome.
It is trivially easy to assess whether sales have increased by 20% per month
for the book with the new cover.
On the graphic design side, it is easy to create a set of statistical
experiments for different cover designs that will give a good idea of
whether they are likely to result in more than 20% improvement in sales per
month. One of these can be chosen by the designer to submit to the buyer,
confident that the designer can fulfil their responsibility for achieving
the outcomes.
If the design is effective in achieving the outcome, the designer gets paid,
if not, then not.
Best regards,
Terence
==
Dr Terence Love, FDRS, AMIMechE, PMACM, MISI
PhD, B.A. (Hons) Eng, P.G.C.E
School of Design and Art, Curtin University, Western Australia
Honorary Fellow, IEED, Management School, Lancaster University, UK
PO Box 226, Quinns Rocks, Western Australia 6030
[log in to unmask] +61 (0)4 3497 5848
ORCID 0000-0002-2436-7566
==
-----Original Message-----
From: [log in to unmask]
[mailto:[log in to unmask]] On Behalf Of Salisbury, Martin
Sent: Saturday, 11 April 2015 3:31 PM
To: PhD-Design - This list is for discussion of PhD studies and related
research in Design
Subject: RE: Design Studies and Design History
Hi Terry,
Thank you for sharing your expertise in graphic design. You say:
"In graphic design, it is similarly easy to assess whether a design is
effective and fulfils its intended outcomes. In fact it is trivially easy.
If I want a new book cover to increase sales, I can ask a graphic designer
to produce a book cover that will (say) result in a 20% increase in sales."
I am attaching an image of the cover of my new book, designed by the
wonderful Sara Fanelli. Can you please explain the algorithms through which
we determine what proportion of sales is due to Sara's lovely cover design
and what proportion is due to my wonderful writing and curation?
Many thanks,
Martin
PS Sara's work is at the same time highly original and informed by a deep
knowledge of design history!
Professor Martin Salisbury
Course Leader, MA Children's Book Illustration Director, The Centre for
Children's Book Studies Cambridge School of Art
0845 196 2351
[log in to unmask]
http://www.cambridgemashow.com
http://www.anglia.ac.uk/ruskin/en/home/microsites/ccbs.html
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