DDi - June 2013 - (Page 42)
42 |
Illustration: Courtesy of JGA
Y
art
The
of draying
What does the retail sketch bring in the
age of computer-generated design?
By Jenny Schrank
|
June 2013
e text, we tweet, we email…
and some may say, in this
digitally dependent world,
we have hindered our ability
to communicate with one another on an intimate
level. This technological impact also has made us
question the future of bricks and mortar—but it
seems it has actually strengthened the need for real,
authentic experiences in retail environments. This
ongoing debate between technology and interactive, face-to-face experiences also can be applied to
the design process.
Computer-aided design is not new, but with
each generation and with every new software
program, this tool becomes more advanced as designers find themselves designing on the screen
much sooner in the process. So, where does this
leave the hand-drawing and sketching skills that,
at one time, were a defining characteristic of a retail designer? Has the computer screen impacted
the designer’s out-of-the-box creativity?
While designers cannot deny the benefit
of computer-aided design, basic drawing and
sketching skills still have a distinct place in the
design process and provide designers with a powerful communication tool. A designer’s ability to
sketch during a client or team meeting maintains
fluidity in the process and allows ideas to develop
organically. It keeps the communication flowing
and shows the client that there are options to
explore in this stage of the process. This ability
to sketch supports a designer’s ability to create at
any time and place—and while mobile devices
are on hand, a client always will remember that
cocktail napkin sketch.
In today’s design world, it is not a matter of
one skill being better than the other. It is about
having the ability to use the right tool at the right
time to support a creative process. While hand
sketching can enhance communication, ideation
and collaboration, computer-generated wireframes can add a level of sophistication and accuracy to hand-drawn images. And just like texts,
tweets, emails and phone calls, every client has
a preferred method of communication. While
some will be drawn to the fluid artistic feel of a
hand-rendered perspective, others will want the
slick look and detailed accuracy of a computerrendered image. As the retail experience continues to evolve and new tools emerge to support
the design process, don’t forget the power of a
designer’s most basic tool—sketching.
Table of Contents for the Digital Edition of DDi - June 2013
DDi - June 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Design Snapshot
Cover Story: Isetan
Little Bookworm
Polaroid Fotobar
Creative Roundup
The Art of Drawing
Globalshop 2013: Post-Show Coverage
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank
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