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

DDi - June 2013