Ditoui Design Manifesto

My Take on What Makes for Brilliant Design

Ever since I was a kid I’ve been subconsciously developing, and constantly expressing, my views on design. In Grade Three, I took my bed apart and put the mattress directly on the floor because that’s what I wanted my bed to look like. When I was 15 years old I decided the Land Rover was the most beautiful vehicle in the world—so I bought two (for a measly $75 a piece). As soon as I had spare dollars in my pocket I started hunting for antiques.

It’s hard to say whether these aesthetic opinions were coded to my nature or are a by-product of my nature. Probably a bit of both. Over the past little while these ideas have grown in force and clarity. And now, they’ve demanded I write them down. So here they are:

1. Materials Matter

Always use the best quality materials you can get your hands on. Sometimes these materials are expensive, sometimes they’re not. Look past the price tag and consider the inherent quality of a material. Good materials are honest and reliable. They are durable, sustainable, and as much a pleasure to work with as they are to look at.

2. Objects Need to Speak

The design of a thing is simply the crystallization of a story. Every object should have something to say about its past, present and future. These stories can express themselves in any number of ways—origin of materials, past use, previous owners, assembly technique, even coffee spills count. Good design never shuts up.

3. Comfort is Critical

Style must be painfully practical. Form is massively important, but function is critical. If we assume that design is for humans (and it damn well is), then every form must function beautifully, comfortably for humans. The theory of design should never overpower the practice of it.

4. Pull Inspiration From the Place

Begin the design process by carefully and closely observing the existing environment. What can be learned from the way things are done, the way things are made? Smart design is inspired by local practices, honours local craftsmanship, and references its surroundings. Let the vernacular be a beacon.

5. Trigger a Feeling

Play with texture, pattern, colour, and shape to make people feel something when they see or touch an object. Design that fails to spark an emotional response fails.

6. Intuition is the Best Guide

It should never be a challenge to figure out how to use something. Let common sense and instinct overpower the desire to be clever or coy. Design should be direct and clear, otherwise it can’t properly express itself.

7. Fun Adds Flavour

A dash of whimsy, a sprig of theatre, a speck of magic—these flourishes bring life to design. Not every gesture has to be dramatic. In fact, it’s often the little moves that bring about the biggest smiles.

8. Work with Great People

Give your business to those who need and deserve it. The inherent quality and integrity of a product or service bleeds through to the character of the final object.

9. Efficiency is a Virtue

In a world where time and resources are scarce, why be wasteful? Don’t squander materials and energy. Tighten the idea. Simplify the design. Draw more attention to fewer things. Efficient design is easier to use, easier to enjoy and easier to maintain.

10. Embrace Variety

One-trick ponies are boring. Variety and diversity are engaging. Don’t get stuck in a rut of convenience or safety. Be gently bold and quietly brave. Putting things together in unusual, unexpected ways, is an expression of confidence that others will find appealing.