Invisible Design?

http://link.brightcove.com/services/player/bcpid37875717001?bctid=31944355001

I read an interesting article recently on a beautiful package design for the Genome Key. The packaging is avante-garde, elegant, and on display in a fancy jeweled case. It looked like a USB stick made of brushed metal. But its not the packaging that makes it interesting design, but the concept behind it.

What is it you ask? Well for $350,000 (in 2007) you can have your genetic makeup sequence placed on this stick. Since the information is only in this package you won't have to worry about someone hacking into, stealing, or altering your information. By having your genome sequence,(eventually) you will have the information needed to detect and prevent diseases.

But back to the concept! Most folks believe graphic designers make "pretty things" or design is just for aesthetic value. It's often seen as a luxury to get people to buy expensive furniture, or a way to sell other high-end goods. But what is intriguing about the Genome Key is that it is a design that will not be obsolete in 4 months. Here is a product that we can't even use yet, but we know the technology is forthcoming.

When you look at the evolution of the iPod or even our design software we find that after getting everything in fine working order, it's time to buy the new version, because what we have is already out of date. What this key demonstrates is that design is really just a solution. Being pretty is just a bonus and part of the process. If we start to look at out design process as an investigation and understanding of the problem, which then leads us to an appropriate and successful answer, then we can start venturing out into the world to find jobs that do more than making things look nice. We can offer new ideas that provide new choices all of us. Why shouldn't designers become graphic thinkers? I think that might be a fine name that won't be obsolete next week.