Yves Behar: “Advertising Is The Price For Being Unoriginal”

Creative leader says design will transcend marketing communications in 2011.

Piers Fawkes, PSFK
Piers Fawkes, PSFK on January 3, 2011. @piers_fawkes

In a recent interview in the New York Times, designer Yves Behar takes a firm jab at the advertising industry, saying that through digital media, people have a closer relationship with products and that design becomes more important than marketing messages. In the interview the fuseproject founder says:

I truly believe that we’re about to enter a second golden age of design. The first one was in the ’50s and ’60s, when designers like Raymond Loewy, Charles Eames, George Nelson and Dieter Rams were shepherds of the brands they were working with. They had influence over the products and how companies communicated and promoted themselves.

To me, this year is the promised year. We spent 40 or 50 years subservient to marketing and advertising, but I think the Internet and social network revolution have really brought a much more direct level of communication. Rather than succumbing to the brand message, people are very centered on the product and their expectations of what the product should deliver as far as relevance, technology, simplicity, sustainability and health.


New York Times: “Yves Béhar of Fuseproject on Design With Grand Ambitions”

Image by Urban Woodswalker