Great design is a mindset that can shape the way we create, innovate, and communicate.  A recent tour of Frank Lloyd Wright’s Taliesin West in Scottsdale, AZ talked about his building principles– that I think can be used in audience marketing or running a business.

Here are 5 design ideas worth exploring:

Compression and release—Wright was referring to building dramatic entrance to rooms, with smaller doorways expanding into larger, open rooms. We do this in many marketing communications. For example, in email marketing, the opening is compressed using headlines, subject and from lines. The message is then expanded to include visuals, stories, and CTA’s. 

Breaking the box—Wright “broke the box” of Victorian square homes with his design aesthetic. Businesses use innovation, packaging, new iterations and communications to keep audience interest and increase revenue.

Site defines function—Wright believed that the surrounding topography should help to define the building design. Likewise, companies should tailor products and services for their environment, audience needs, and the environment where they will be used.

Design spaces, not rooms—Wright thought about how a space would be used before designing. When we create a business or new product, we have a vision first.  Then we should build with flexibility to adjust as needs, technology, and world events evolve.

Learning by doing. Wright, like so many others, believed that people learn best by doing the work. Writing this post is one way I am trying improves my writing and communication skills!

Wright’s principles remind us that design—of both buildings and businesses—should be planned, functional and changeable.

The journey continues–Cindy