it’s the end of the world as we knew it In the Future, Design Principles Won’t Be About Design

Are design principles still serving a purpose?

In the Future, Design Principles Won’t Be About Design

I recently decided to explore the world of corporate design principles. Seeing more and more teams adopt guidelines such as simplicity and consistency as part of their design language got me thinking.

What exactly are design principles? What are they for? Are they useful? How? What makes a good design principle?


In an attempt to answer those questions, I pored over the biggest collections of design principles on the internet [1][2], and came to the following conclusion: corporate design principles are a set of shared guidelines that reflect the core design values and vision of a company. They are meant to remind teams what kind of user experience they should be striving for, and help them make decisions. Here are some examples from some well-known brands:

In the Future, Design Principles Won’t Be About Design

You may have noticed that the companies above use the same guidelines. In fact, by digging deeper, I found that almost all companies use one or more of the following:

In the Future, Design Principles Won’t Be About Design

What’s interesting is that these rules don’t apply to a specific product in a specific market. They apply to almost all products in all markets.

Read all at

How Accenture Interactive is poised to eat the ad agency’s lunch in Japan | Analysis | Campaign Asia


Clients have never had more choice when it comes to who is going to help them build their brands.

That is good and bad. For many, the vast array of services on offer is downright confusing, and the idea of a one-stop shop that can handle everything has become very desirable again.

In Japan of course, the ‘big three’ have long fulfilled that role for brands. But as demands change, even companies like Dentsu are scrambling to build consultancy-like services into their offering. As they do, the consultancies they are trying to emulate are quietly but quickly becoming more creative.

Just this week, Accenture continued its acquisition spree by adding The Monkeys, a creatively acclaimed Australian advertising agency, to its Accenture Interactive subsidiary. But globally, the company underscored its creative ambitions in November with the purchase of Karmarama, one of the UK’s most respected independent agencies.

At the time, Brian Whipple, head of Accenture Interactive, said the move would “help us reshape how brands imagine, create and deliver customer experiences”. That followed the acquisition of Fjord, a global service design consultancy, in 2013, and Chaotic Moon, a digital studio that also does product design, in 2015.

Read all: How Accenture Interactive is poised to eat the ad agency’s lunch in Japan | Analysis | Campaign Asia

My point of view: as often stated before many marketing organizations and professionals will be disrupted by new entrants and molochs like Accenture incorporating the new entrants.

Accenture strategy: Harnessing Revolution Creating the future workforce


Digital has already delivered a major blow to businesses slow to respond. There’s more to come. The very concept of work is being redefined as different generations enter and exit the workforce amidst a rapidly changing technological landscape. Responsive and responsible leaders must act to harness the power of the Fourth Industrial Revolution for long-term advantage and shareholder value. Mindful to put their people first, at the center of change. The new leadership imperative is clea4.

My point of view: this blog is about the workforce of the future. But – not like Accenture – i believe one has to harvest the rapid evolution in society and technology.