Design Philosophy

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"form   FOLLOWS   function"

This is the core philosophy that drives my work.  

The term 'design' represents the ability to recognise opportunities where a solution to a problem can be developed using specific design thinking and skill set suitable for the challenge at hand.
This solution can be evolved from an existing product/design or requires a completely new product solution. 

Then again, no design is ever fully resolved. It is an never ending cycle of improvement of one design after another, whether they are updated versions of existing products or new. 
Accomplishing a new successful design requires thorough research and an in-depth understanding of the demographic/end users who would potentially end up using the product/service.
This lays out the solid foundation of the design phase, providing all the relevant data needed to develop the right design solution.

As an industrial designer, I believe all functional/practical elements of a design brief needs to be satisfied before approaching the aesthetic elements of the design.
It needs to fulfil all requirements of the targeted end user group and also comply with all relevant standards. 

The aesthetic form should not dictate function.