98 Contextual Inspiration
The inspiration behind identity programs often comes from the context of their constituent parts. Where is the identity going to be experienced? What materials or techniques might provide an inspirational/aspirational experience in that context?
Designers need to see firsthand the places where their identities are going to be applied. If you’re designing a program for a grocery store, go to the store. Go a competitor’s store—better yet, go to several competitors’ stores. What’s going on in these stores? How are people interacting with other brands? What works? What doesn’t? Look for patterns. Inspired solutions often reveal themselves when you take the time to understand the context.
Sometimes, the inspiration for a ...
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